Majority of Marketers See More Money Funneling into 2015 Budgets

Boosting BudgetStrongView, a cross-channel marketing solutions provider, recently released its “2015 Marketing Trends Survey,” revealing that 54 percent of marketers are increasing budgets in 2015; 46 percent are expecting to see their budgets increase by up to 10 percent.

The increase in spending will likely be spread across several different marketing tactics. The data shows that about 60 percent of respondents said they are going to increase spending on email marketing, 49 percent on social media and 40 percent on mobile marketing. To compile its research, StrongView looked at survey responses from 377 business leaders between Nov. 21 and Dec. 5.

“Accessing and leveraging customer data continues to be the top challenge facing email marketers in 2015 due to issues related to data cleanliness, budget and resources,” wrote the authors of the study. “The data also shows that triggered and lifecycle programs will be the top targets of increased spend, as email marketers embrace email automation to enable more one-to-one messaging.”

Tactics Used in the B2B Sector

Earlier this year, the 2014 B2B Demand Generation Benchmark report released by Software Advice took a look at how B2B marketers were spending and using resources available to them. Researchers found that 97 percent of respondents were utilizing email marketing, while 79 percent were using a minimum of 11 different software applications to assist with their efforts.

“Our research shows that the overwhelming majority of B2B marketers are highly sophisticated in the range of technologies they use to execute demand generation programs — suggesting that it’s more important than ever for businesses to build rapid, agile technology evaluation and adoption into their marketing processes,” wrote the authors of the report. “This is particularly true when it comes to business intelligence and Web analytics applications, which were most commonly cited as being crucial to demand generation success.”

Software Advice also looked into how B2B marketers saw their budgets changing between 2014 and 2015. In the New Year, about 41 percent of respondents said that they could see their budgets increasing, while 43 percent said they would at least stay the same.

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