How Much Should B2B Companies invest in Digital Marketing [2017–2020]

A report from Forrester Research demonstrates how companies are allocating marketing funds between offline and online campaigns. The report perfectly answers the question of how much of a company’s marketing budget should be allocated to digital channels. In the same breath, it also answers the question as to which online or digital channels will bring the best results for a marketing team.

Some pointers from the report are as follows:

  • Companies are expected to allocate 30% of their marketing budget on online campaigns in 2017. Also, that number is expected to grow to 35% in 2018.
  • Social media investments hold only about 15% of the total expenditure out of the online budget but are projected to increase by a certain number in few years.

According to the recent CMO Survey, it looks like B2B firms spend somewhere about six to nine percent of their incomes on marketing, with service-oriented businesses marketing being at the lower end and product-oriented businesses at the higher end of the scale.

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