How and where marketers are spending

About 50 percent of companies now spend 10 percent of their budgets on B2B marketing. A report from Sagefrog Marketing Group shows the marketing mix trends from a recent industry cross-section survey. Digital marketing, website development, and trade shows and events dominate budget allocations. The author noted stagnancy represented by doing what was done in the past three years again in 2020.

Source: Sales and Marketing Management, Winter 2020, page 20. Link. The top marketing objectives for 2020 were:

1^st – Converting leads to customers

2^nd – Increasing sales leads

3^rd – Increasing brand awareness

4^th – Producing thought leadership

5^th – Increasing website traffic

INSIGHTS: Note that #4, Producing thought leadership, is related to content marketing. Good use of content can improve #5, Increasing website traffic. These tenets are core to the AHD value proposition.