Report: 41% of B2B Marketers to Increase Demand Gen Spending in 2015

This October, Software Advice released its 2014 Demand Generation Benchmark Report, which showed that 41 percent of B2B marketers will increase their demand generation spending in 2015 across a variety of channels.

The survey examined responses from 200 U.S. B2B marketers, noting that 43 percent of marketers would spend the same as they did in 2014, with just 17 percent planning to decrease spending.

“People realize now that having a demand generation strategy is so critical,” Michelle Linn, content development director at the Content Marketing Institute, stated to Software Advice. “They need to plan content along the entire customer lifecycle. And it can be very time-intensive and resource-intensive. So, from that perspective, it’s not surprising that people are increasing spend at all. It’s an engine that constantly needs to be fed.”

The report also looked at which demand generation programs were most effective for B2B marketers. The researchers discovered that trade shows, referral marketing and in-house email marketing were the best channels for generating large numbers of high-quality leads.

2014 Demand Gen Benchmark Report

“[Trade shows] are always the tactic that marketers rate as the most effective,” Linn continued. “In the digital age, where so much stuff is online, there’s something exceptionally powerful about doing in-person events — if done well.”

Additionally, 92 percent of respondents said that they were using video content, and it was the most commonly cited as producing a high volume of leads.

Finding Success Through Video Content

The “B2B Video Marketing: B2B Benchmarks and Best Practices” study released by Demand Metrics in June 2014 found that video spending was on the rise. Approximately 63 percent of the B2B marketers said that they were increasing their spend on video, while 82 percent claimed that they had seen success with video marketing initiatives.

“The window of opportunity for marketing video content is wide open at present,” wrote the authors of the study. “Most people prefer video to other forms of content. Video content enjoys better retention and, when well done, is frequently shared.”

About 95 percent of the respondents said that video as a form of marketing and sales content is becoming “somewhat” or “far more” important.

“The team at KoMarketing was great at listening to our organization’s needs to ensure they were on the same page with goals and objectives. They provided a clear path for getting to desired results, were fast and flexible when adjustments were needed and above all else, provided the highest level of client service. KoMarketing is a pleasure to partner with!”

Melissa Sopwith — Melissa Sopwith, Marketing Manager, Guidon Performance Solutions, a Teletech Company

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