Report: 41% of B2B Marketers Expect a Budget Increase in the Coming Year

As B2B marketers look ahead to the coming months, new research suggests that they will have at least the same amount of budget to work with – if not more – to achieve their top objectives.

SageFrog recently published the “2020 B2B Marketing Mix Report,” and statistics showed that most B2B marketers (56%) will have at least the same budget to work with in the coming year. About 41% stated that they expect to see an increase in budget as they look to reach their primary goals.


With their budgets, most B2B marketers (56%) expect to allocate their marketing spend toward digital marketing. About 52% intend to direct it toward website development, while 27% intend to use it on content marketing.

Turning to Content Marketing for Success

As more marketers look toward content marketing to achieve their primary objectives, previous research suggests that those with a formalized strategy in place tend to see the most success.

The Content Marketing Institute, in conjunction with MarketingProfs and SiteCore, conducted the “B2B Content Marketing 2020 Benchmarks, Budgets and Trends – North America” report, and statistics showed that 69% of the “most successful” content marketers have a documented strategy in place; just 41% of all other marketers can say the same.

Overall, 84% of the “most successful” respondents stated that they use content marketing to build loyalty with their customers. Only 63% of all other B2B content marketers said that they use this approach.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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