B2B Marketing Outlook Improves

The B2B marketplace has suffered from the same downturn plaguing the B2C business environment. The most recent study carried out by B2B Online confirms that these businesses have cut marketing budgets in 2009. But online media forms may see increases in the second half of the year as nearly 2/3's of surveyed firms hope to expand Web site development and about ½ will add to their search budgets between now and December.b2b

More promising though, are the expectations for 2010. Over half of businesses in this survey expect to increase their marketing spending for next year. Look for the biggest gains in B2B marketing to happen in the following three media forms:

  • Online
  • Direct mail
  • Events

As business conditions will probably be just as competitive next year, some marketers have decided to adjust their media mix. Kate Maddox, article author, highlights the strategy taken by Allied Insurance Brokers. Instead of jumping on the same marketing bandwagon as the competition, this company plans to invest in marketing methods that will help them stand out. For example, using direct mail when everyone else is using e‑mail might mean more customers notice their marketing.

Read all of the survey results here.

[Source: Maddox, Kate. Budgets looking up. B2BOnline. 6.8.09]
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.