October 19, 2010

New Chart: Expected Changes in B2B Marketing Budgets for 2011

SUMMARY: We asked more than 900 B2B marketers how they expected their marketing budgets to change for 2011. Learn which marketing tactics are receiving an increased level of investment, and which are not in this week's chart, including social media, email marketing, direct mail and more.
by Jen Doyle, Senior Research Analyst

B2B Marketers Increasing Investments in Inbound Tactics

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The majority of B2B organizations are increasing marketing budgets for inbound marketing tactics, including social media, virtual events and webinars, SEO and PPC. When considering outbound marketing tactics such as telemarketing, direct mail and print advertising, the majority of B2B organizations are either not changing or decreasing budgets.

The growing trend of utilizing inbound marketing tactics is a result of the cost effective reputations of these marketing channels, and when applied with established sales funnel processes that include a lead nurturing stage for non-sales-ready leads and lead scoring methodologies to determine when a lead is ready to be contacted by a salesperson, organizations are able to effectively generate a high volume of qualified leads for sales teams.

For additional research data and insights about B2B marketing, download and read the free Executive Summary from the MarketingSherpa 2011 B2B Marketing Benchmark Report.

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