By Jen Doyle, Senior AnalystShare of 2009 Revenue Spent on Marketing (Projected), by Organization SizeClick here to see a larger, printable version of this chart
This chart reflects the economies of scale more so than it does aggressive marketing spending by smaller organizations compared with larger counterparts.
For companies of all sizes, a decline in revenue has resulted in marketing budget reductions and a shift to more cost-efficient digital tactics, such as email, search and social media. Organizations that have been required to stretch every dollar during this recessionary period are getting more mileage from these new media tactics.
It is somewhat surprising that the capital intensive industrial/manufacturing sector is budgeting nearly the same share of revenue on marketing as the higher-margin and typically more marketing-aggressive business technology sector.
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from MarketingSherpa’s 2009-2010 B2B Marketing Benchmark Report