Advertising is the largest segment of B2B marketing budgets, taking a 19% share, according to a survey of marketers worldwide by Salesforce.
While advertising receives the most, account-based marketing, content, and tools & technology follow close behind and each take a 16% share. This is followed by 15% for people and 14% for events & sponsorships.
Across the 37 markets surveyed, B2B marketers in Taiwan (15%), Indonesia (15%) and South Africa (16%) allocate the least to advertising. In comparison, a quarter of B2B marketing spend goes to advertising in the UAE (26%), followed by Belgium (22%), Ireland (22%) and Italy (22%).
Salesforce also finds that 47% of B2B marketers have ‘completely changed’ their marketing channel mix as a result of the pandemic, with WARC research highlighting growing B2B opportunities in new channels like video and audio. Account-based marketing is also evolving to encompass broader reach and greater personalisation.
This article first appeared in www.warc.com
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