Where will your marketing dollars go in 2016?
If you’ve done an effective job of tracking ROI for your marketing initiatives, you probably have a good idea of how to allocate your budget. But what about initiatives you haven’t tried before? What about tactics your competition might be employing? What about best practices you didn’t have bandwidth for in 2015?
Everyone wants to stay on top of emerging trends and see how they compare against other industry leaders. With that in mind, we’ve compiled a list of top B2B marketing statistics you should be aware of, plus some questions to consider, as you plan and implement your marketing strategies and initiatives for 2016.
Do you have an executive solely dedicated to producing and executing a comprehensive content marketing strategy? By 2016, 60% of companies will have an executive in their organization (e.g., Chief Content Officer, VP or Director of Content) who is directly responsible for an overall content marketing strategy. (Source: Curata)
Is your content engaging, and do you produce it regularly? 57% of marketers struggle to produce content consistently, and 60% find producing engaging content challenging. (Source: MarketingProfs and Content Marketing Institute)
Do you have a documented content marketing strategy? 35% of marketers say they have a documented content marketing strategy, while 48% say they have an undocumented content marketing strategy. (Source: Content Marketing Institute)
Are you reaching buyers on Twitter? Twitter users visit B2B tech brand sites at a higher rate (59%) compared to average Internet users (40%). (Source: Compete and The Twitter Advertising Blog)
How many times do you tweet per day? Companies with up to 200 employees send an average of five tweets per day. Companies with more than 200 employees send an average of eight tweets per day. (Source: HubSpot)
Are you reaching buyers on LinkedIn? If you aren’t, you probably should be. 94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often (they also say it’s the most effective social media platform). (Source: Content Marketing Institute)
Budgets and Spending
How much budget do you allocate for content marketing? The most effective marketers allocate 37%, on average, whereas the least effective allocate 16%. (Source: Content Marketing Institute)
Is your inability to collaborate with senior managers keeping your budget small? 34% of marketers say they have trouble securing proposed marketing budgets to senior management. (Source: AdAge)
Are you able to tap budgets outside your own for additional support? Eight in 10 marketing teams have access to additional budget outside of the official marketing budget. (Source: ITSMA)
Are you starting to invest in tools that can help you target buyers at different stages of their journey? 53% of marketing teams plan to allocate budgets across the entire customer journey in order to generate higher revenue. (Source: IBM and the CMO Club)
As with all B2B marketing statistics, use only what is relevant to your organization, industry and market segments. The key is not to follow the crowd, but to leverage the tools and tactics that work for your existing processes.
Perhaps the most important element in deciding how to allocate budget is to measure the results of your activities and see how they impact revenue (or don’t). As we wrote in a recent blog post, CMOs who can impact revenue are in high demand at competitive companies. (Bonus statistic: 74% of CEOs want marketers to become 100% ROI focused.)
The bottom line: use these B2B marketing statistics and trends to validate your existing marketing initiatives and consider areas where you can expand and potentially reap greater rewards for your organization in 2016.