19% of B2B marketing budgets go to advertising

Rob Clapp

An overview of B2B marketing budgets.

Advertising is the largest segment of B2B marketing budgets, taking a 19% share, according to a survey of marketers worldwide by Salesforce.

While advertising receives the most, account-based marketing, content, and tools & technology follow close behind and each take a 16% share. This is followed by 15% for people and 14% for events & sponsorships.

Across the 37 markets surveyed, B2B marketers in Taiwan (15%), Indonesia (15%) and South Africa (16%) allocate the least to advertising. In comparison, a quarter of B2B marketing spend goes to advertising in the UAE (26%), followed by Belgium (22%), Ireland (22%)...

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