What percentage of revenue are B2B enterprises devoting to marketing? What share of marketing budgets are going to personnel? How much are budgets expected to grow in the next year?
To find out, researchers Avasant surveyed 98 senior marketers from EMEA and the US who work for B2B firms with $250 million or more in annual revenue across four industries: financial services, healthcare, manufacturing, and SaaS.
The median share of annual revenue B2B enterprise firms spend on marketing is 3.7%, the researchers found.
Some 56% of marketing budgets go to personnel, 24% to non-personnel/programs, and 20% to technology, on average.
Respondents expect their marketing budget to increase by a median rate of 5%-10% in the next year.
The top trending areas that respondents expect to invest more budget in are AI-driven campaigns, personalization, and intelligent automation.
About the research: The report was based on data from a survey of 98 senior marketers from EMEA and the US who work for B2B firms with $250 million or more in annual revenue across four industries: financial services, healthcare, manufacturing, and SaaS.
