B2B Marketers’ Digital Content Spending to Rise in 2015

In the “2015 State of B2B Marketing” report, released by Regalix, 52 percent of B2B senior marketers said that they will spend more than half of their budgets on digital content in 2015. This is compared to just 36 percent who said the same in 2014.

Approximately 76 percent of respondents said that website content will become an indispensable content asset in 2015, with 67 percent adding that they intend to increase spend on website content in the coming months.

Additionally, video continues to grow in popularity as 65 percent of B2B marketers said they plan to increase their investment in online videos. Nearly 55 percent said the same about case studies, while 46 percent cited blogs.

The report also shows a lean toward social media in 2015, with 46 percent of marketers saying they will be putting more money into sites like Twitter, LinkedIn and YouTube. About 44 percent of respondents said that social media posts were effective for the accomplishment of their goals in 2014.

“On the social side, 85 percent of respondents said that they would spend more on LinkedIn this year, followed by Twitter at 78 percent and YouTube at 70 percent,” wrote the authors of the report. “Facebook, on the other hand, appears to be falling out of favor with B2B marketers with as much as 48 percent of them preferring to spend less on it this year.”

As Facebook decreases in popularity, LinkedIn and Google continue to see their number of logins surge.

A Brief Look at Social Logins

A report published by Janrain in January 2015 reflected the rate of social logins in the fourth quarter of 2014. The data showed that Facebook’s overall share of logins decreased 3 percent after six months of consecutive growth. In the B2B realm, LinkedIn saw its number of logins grow from 29 percent to 35 percent.

“We can draw the conclusion that B2B companies are beginning to better understand the benefit of offering LinkedIn as a social login option, an identity provider that passes over a data payload (with user permission, of course) that includes key professional data such as positions held and a verified email address,” wrote Alexandra Larralde of Janrain.

Google’s number of logins grew 6 percent in the fourth quarter, reaching 40 percent, while Twitter saw its logins drop by 2 percent.