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Home Marketing Technology

B2B Tech Marketing Budget, Content & Strategy Trends

March 5, 2019
in Marketing Technology
B2B Tech Marketing Budget, Content & Strategy Trends
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Credit: MarketingProfs

Most marketers who work for B2B technology firms expect their budgets to grow or stay the same this year, according to recent research from Spiceworks.

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The report was based based on data from a survey conducted in October 2018 among 352 marketers who work for B2B technology companies of various sizes in North America and Europe.

Some 42% of respondents expect their marketing budget to stay the same this year, 37% expect it to increase, and 8% expect it decrease; 13% are unsure.

Some 51% of B2B technology marketers expect to spend more on martech in 2019, and 44% expect to spend more on paid media.


Marketing Channels

B2B tech marketers say email is the channel they anticipate using the most to drive leads (66% plan to use it), and organic social is the channel they anticipate using the most to drive brand awareness (56% plan to use it).

Content

Respondents say webinars are the content type they anticipate using the most to drive leads (50% plan to use them), and blog posts are the content type they anticipate using the most to drive brand awareness and product awareness (54% and 62%, respectively).


Trends

Respondents say account-based marketing (ABM) is the trend that will have the biggest impact on B2B tech marketing in 2019 (49% say it will have a major impact).

About the research: The report was based based on data from a survey conducted in October 2018 among 352 marketers who work for B2B technology companies of various sizes in North America and Europe.

Credit: MarketingProfs By:

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