Appetite Creative’s report is backed up by similar data from Statista stating that according to a July 2021 survey, 66% of B2B marketers worldwide were looking to increase B2B content marketing spending within the next year.
This is no surprise as the push for increased B2B marketing budgets has evolved over the past 2 years. According to Statista in late 2020, 10% of U.S. B2B marketers had less than 1% of their companies’ budget dedicated to marketing efforts, 32% were able to use 5% of the budget, and 13% spent more than 15% on promotional activities.
But the importance of digital marketing spending can’t be understated either. 25% of respondents in Appetite Creative’s B2B marketing report rated the importance of their marketing plans a 5 (out of 5) while over half of respondents (53%) rated it as a 4.
Though, the most important question to answer now is where B2B marketers’ focus lies. Of the 63.7% of respondents that were planning on revitalising their marketing plans this year, 27% want to refresh their social media activity, 15.4% will place their focus on their website, and 12.3% on new content, videos, and branding.