B2B Marketers Increasing Their Budgets for 2011

More B2B marketers are expecting to up their promotional activities in 2011. In addition, these businesses will put lead generation at the top of their marketing priority list for next year. These findings come from a fusionb2b survey that was released last month. The company based its projections on respondents from a survey pool that heavily represented the manufacturing, service, and consulting sectors.

Here’s how respondents said they planned to allocate funding for marketing next year:

  • Increase 66%
  • Stay the same 28.5%
  • Decrease 5.5%

Many of these kinds of surveys have found that lead generation is at the top of every marketer's list and findings from the fusion b2b effort were no different as the following figures show:

  • Lead generation 26%
  • Other 24%
  • Measuring marketing 14%
  • Implementing marketing 10%
  • New products 7%
  • Awareness building 7%
  • Budgeting 7%
  • Market research 5%

Findings with respect to B2B marketing tactics were also similar to other recently published reports. The media formats that will see the most increases next year from this surveyed group of businesses include Internet (97%) and social media (96.9%) In addition, 83.9% of respondents said they would up publicity and 72% will up promotions overall. Decreases in marketing tactics will target trade shows (65.4%) and general advertising (70%).
[Source: Reuhl, Brian. Business-​to-​business Marketing 2011 Outlook Survey Results. Fusionb2b​.com. 17 Nov. 2010. Web. 16 Dec. 2010] 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.