B2B Marketing Budget Trends

How does your Business-to-Business marketing spending compare with current trends? Here is some of the latest data to help you benchmark with other U.S. firms.

1) B-to-B Direct Marketing Spending (change from 2007 to 2008)

• Internet Marketing +18.5%
• Direct Mail (Catalogs) + 6.3%
• Direct Mail (Non-catalog) + 6.1%
• Magazine + 4.4%
• Radio + 4.0%
• Telephone Marketing + 2.2%
• Newspaper 0%

Source: Direct Marketing Association 2008
2) B-to-B Internet Marketing Spending (Projected change 2008 to 2009)

• Website +74.0%
• Email +70.1%
• Web Search +64.3%
• Video +39.5%
• Banners +36.4%
• Social Media +26.2%

Source: 2008 Marketing Priorities and Plans Report - BtoB Magazine

3) Marketing Area Budget Proportions

• Product Marketing 18%
• Branding/Advertising 17%
• Field Marketing 15%
• Corporate Communications 12%
• Channel Partner Marketing 9%
• Marketing Operations 9%
• Marketing Research 7%
• Inside Sales/Telemarketing 7%

Source: B-to-B Marketing in 2008 - Forrester Research