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19% of B2B marketing budgets go to advertising
16 September 2021
19% of B2B marketing budgets go to advertising
Account based marketing Marketing to B2B audiences Marketing budgets

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

Why it matters

Salesforce also finds that 47% of B2B marketers have 'completely changed' their marketing channel mix as a result of the pandemic, with WARC research highlighting growing B2B opportunities in new channels like video and audio. Account-based marketing is also evolving to encompass broader reach and greater personalisation.

While mental availability and marketing attribution are two key challenges for B2B marketers, B2C brands are providing some potential solutions.

Takeaways

  • Advertising takes a 19% share of B2B...

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