ITMSA's recent research reviewed B2B Marketing investment priorities from larger companies including Microsoft, SalesForce and BT.
The report shares findings on budget allocations, detailed allocation of marketing spend, staffing, priorities and challenges for this year.
It highlights shifts in focus - ' according to the research, in the past the focus was on 'reputation', today it's 'Revenue' and the future is 'relationships'.
The companies surveyed are focusing on revenue generation (ROI), Thought Leadership, Brand Differentiation and Reputations, as they continue to plan for online spend.
The biggest spend is forecasted to be on marketing programs, campaigns and content development. Content Development accounts for 15% of spend.
The report shows some flexibility in budget investment with 8 in 10 of the companies able to access funds from other departments whilst 21% were stuck with their pot of money.
You can read an abbreviated summary, but there is a fee to access the full report.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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