B2B Online marketing trends and statistics

Business-to-business (B2B) companies in US are ratcheting up marketing spending in the downturn.
  • According to Outsell, while 13% of B2B companies with over 1,000 employees are increasing spending, 26% of B2B companies with fewer than 100 workers are doing the same.
  • In the aggregate, large firms plan to cut overall marketing spending by 9.7%, whereas their smaller counterparts are cutting only 0.4%.
  • Online spending, however, will go up for both groups, with the small B2B companies increasing digital spending the most—by an average of 8.2%—and the large B2B companies increasing by only 0.4%.
  • In a Borrell Associates study, small-business owners claimed certain marketing tactics had proved effective—particularly online. E-mail was judged most effective, followed by search and display advertising.