B2b Marketing Mix – Email is the marketing tactic most used

Email is the marketing tactic most used by B2B brands and an important source of leads, according to the 2021 B2b Marketing Mix report, a study by Sagefrog Marketing Group. Ray Schultz is a former DM News editor, chief marketing officer, direct manager, circulation manager and other marketers. For 5% of B2B marketing professionals, marketing makes up 5% of a company’s total budget. In addition, 38% depend on internal resources for their marketing, and 56% use a combination of internal and external resources. The report also lists marketing automation platforms by popularity. Thirteen percent of respondents said marketing makes up 15 percent of their total budget, and 21 percent said it makes up 10 percent. However, email is way down the list in terms of spending, although overall spending is increasing, especially in the digital space. Another finding: 76 percent of B2B professionals have a marketing plan. For this 14th annual survey, Sagefrog surveyed B2B professionals across industries. According to the survey, most companies already have their email system in place and don’t need to spend more on it. But priorities differ when it comes to spending. Media usage is on the rise: 62% of respondents said they see a return on investment in paid media. Another 13% say it represents 1% of their budget, and another 10% say it represents less than 1%. MediaPost is not included in this ranking. However, 33% don’t use this channel, and 5% have tried it but haven’t seen a ROI.