Having worked in B2B for the last 16 years, I’m proud that B2B marketing is growing in reputation. From the the work being done by CBRE (architecture) on instagram to the more widely recognised output from SaaS vendors such as Adobe and Marketo there has been a seismic shift in creativity and investment in B2B marketing. So it was with interest that I read the 2014 B2B barometer from the IDM. You can download your copy here
1. 31% of respondents have a budget of 1% or less than turnover. That’s a lot! I guess my first impression is clearly b2b marketing is not at the top table. I’d love to see an additional data set that correlates budget with industry, would it all be SaaS vendors and professional services in that top quartile?
2. It was unsurprising to see 34% of b2b marketers identifying content as a major trend. And it is, however, I think we shouldn’t lose sight that whilst content is very much the foundation on which us marketers generate leads, it’s also a means to end. I was also surprised to see lead nurturing much further down the list, especially given the role marketing content plays in the nurturing cycle.
3. 30% of respondents identified a lack of resources as a major challenge. Again I’d like to see this data overlaid with budget allocation.
What were your takeaways?