Share of B2B budgets devoted to marketing in the U.S. in 2020

In late 2020, B2B marketers in the United States were asked about the percentage of budgets they devoted to promotional activities. Some 13 percent of respondents stated that they allocated more than 15 percent of their budgets to marketing, while the same share said they reinvested less than one percent of their companies' budgets into marketing efforts.Marketing usage among B2B companiesMarketing is an indispensable tool for (B2B) companies of all sizes and across various industries. Promoting their products and services to other businesses can help increase brand awareness, form long-term partnerships, generate leads, and ultimately boost sales. Survey findings showed that approximately 76 percent of B2B companies in the U.S. had a formal marketing plan in 2020. When asked about the specifics of their marketing plans and strategies, over half of surveyed industry professionals stated that their B2B businesses conducted marketing activities in-house, while six percent outsourced that task. Digital marketing formats are taking the center stageAs B2B marketers are constantly adapting to industry trends and the fast-paced changes in consumer behavior, it comes as no surprise that they are devoting larger budgets to digital channels than ever. Looking at the most recent changes in B2B marketing spending, investments in digital formats increased by approximately 14 percent in early 2021, according to CMOs in the United States. On the other hand, spending on traditional channels declined as a result of the ongoing digitalization of business communications, purchasing behavior, and the marketing world as a whole. So which formats do marketers plan to spend their B2B ad dollars on in the future? In 2020, video was one of the most attractive B2B marketing channels according to companies in the U.S., followed by influencer marketing and artificial intelligence.

于2020年末，美国的企业对企业（B2B）市场营销人员被询问他们分配至促销活动的预算百分比。大约13%的受访者表示，他们将其预算中的超过15%用于市场营销，而同样比例的受访者表示，他们仅将不到1%的公司预算重新投资于市场营销活动。市场营销在B2B企业中的应用：市场营销对于各种规模和各行各业的（B2B）企业而言，乃不可或缺之工具。将产品和服务推广至其他企业，有助于提升品牌知名度、建立长期合作伙伴关系、产生潜在客户，并最终促进销售。调查结果显示，大约76%的美国B2B企业在2020年拥有正式的市场营销计划。当被问及其市场营销计划和策略的具体细节时，超过一半的受访行业专业人士表示，他们的B2B业务内部开展市场营销活动，而6%的企业将其外包。数字营销格式占据主导地位：随着B2B市场营销人员不断适应行业趋势和消费者行为的快速变化，他们比以往任何时候都更加重视数字渠道的预算投入，这不足为奇。根据美国首席营销官（CMOs）的最新数据，到2021年初，B2B市场营销支出的数字格式投资增长了约14%。另一方面，由于企业通讯、购买行为以及整个市场营销领域的持续数字化，传统渠道的支出有所下降。那么，市场营销人员计划在未来将B2B广告预算投入哪些格式？根据美国公司的调查，2020年视频是B2B市场营销中最具吸引力的渠道之一，其次是网红营销和人工智能。