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B2B Online Marketing Statistics

Marketing budgets remained healthy in 2014, with 50 percent of companies planning an increase in 2015, according to a recent survey by Gartner, Inc. Digital marketing spending averaged one-quarter of the marketing budget in 2014. The survey found that of the 51 percent of companies who plan to increase their digital marketing budget in 2015, the average increase will be 17 percent.

~ Gartner, Inc.

2015 will be the year when B2B marketers will wake up to hyper-targeting. Only 10% of online visitors find what they are looking for when interacting with online content. Savvy digital marketers will be able to match traffic with business attributes, identify segments they want to grow and serve them with a very targeted message.

~ GetApp

Content creation and management now claim the second largest share of digital marketing budgets. Between social networks, customer-driven forums, blogs, and video, creating and strategizing around content that’s interesting, timely, and effective is big for 2015.

~ Gartner, Inc.

Inbound Marketing leads have a 14.6% close rate, while outbound sourced leads have a 1.7% close rate. Inbound Marketing leads are eight times more likely to close into customers than outbound leads. Leads from inbound links (referrals) are five times more likely to become customers than outbound leads.

~ HubSpot

2014: US Online Ad Revenues Grow by 19% year over year in Q1 to $11.6 Billion. The Q1 mark is a new first-quarter peak, marking a 19% rise from last year’s Q1 revenue of $9.6 Billion. The 19% growth rate also represents an uptick from Q1 2013 (15.8%) and Q1 2012 (14%).

~ IAB / PricewaterhouseCoopers

B2B marketers are bullish about their spending plans for 2013, with 49% planning to increase their budgets over the next 12 months, according to a new study by BtoB Magazine, presented at the Business Marketing Association-New York City’s annual BtoB Outlook Breakfast.

67% of marketers indicated they’ll increase their digital expenditures in 2013, which leads every channel category.

~  “Outlook 2013: Marketing Priorities and Plans”

By 2016, advertisers will spend $77 billion (as much as is spent on TV advertising today) on the following online marketing activities: Search marketing, display advertising, mobile marketing, email marketing, and social media. These online marketing tactics will grow to 26% of all advertising spend as they are embedded in the marketing mix.

~ Forrester Research

59 percent of B2B marketers and 49 percent of B2C marketers credit SEO with having the biggest impact on lead generation — in both cases, those numbers are significantly higher than both PPC and social media.

~2012 State of Digital Marketing Report

Growth in the US advertising market has begun to propel the global ad recovery, prompting a revised forecast of global ad expenditure, now projected to grow 3.5% in 2010, up from the 2.2% forecast in April, 2010, according to projections by ZenithOptimedia Australia. Paid search, the main engine of Internet growth, accounted for 50.2% of Internet ad spend in 2009; that share is forecast to reach 52.6% in 2012.


Users exposed to both a brand’s social media and paid search programs are 2.8 times more likely to search for that brand’s product compared to those only exposed to paid search.  Source: Comscore, GroupM, and M80 study, “The Influenced: Social Media, Search and the Interplay of Consideration and Consumption”.

Citing a recovering economy and increasing marketer interest in the space, research company eMarketer recently raised its 2010 spending forecast for advertising on social networks by nearly 30% to $1.68 billion domestically. recently conducted a study that evaluated Social Media activities of those in B2B and B2C. In its report, “2009 B2B Social Media Benchmarking Study,” found that North American companies focused on B2B were much more rigorous in the world of social media than those in B2C. As you’ll see, B2B leads the fray across the entire regiment of campaigns and programs.

Social Media Forecasted to Hit $3B/year by 2014   ~ Forrester Research, Inc.