48.7% of B2B marketers expect to increase their budgets this year, per findings from a BtoB study. Generally speaking, marketers appear to have a rosier budget outlook this year than last: respondents were 21% more likely this year to say they would increase their budgets (48.7% vs. 40.1%), and 12% less likely to say they would cut them (9.5% vs. 10.8%). Most of that money will be spent on demand generation and customer acquisition, the top goal for 69.3% of respondents. Brand awareness (17.6%) and customer retention (13.1%) are top objectives for far fewer marketers.
Digital marketing will see a particular boost, with 67.2% of respondents projected a spending increase in this area. The chief beneficiary of this spending hike will be website development, followed by email marketing, social media, online video, and search. One-third of the marketers surveyed also said that they are now using mobile marketing, with 35.5% expecting to increase their budgets. Read the rest at MarketingCharts.