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5 Things You Should Know When Allocating Your B2B Marketing Budget

GCL | 25 July 2019

Whether you are a small business, or a large megacorporation, there are always challenges when it comes to allocating your B2B marketing budget. Your marketing budget will be affected by a number of factors including changes in your industry, performance by your competitors, and revenue and profit margins.

However, before you decide how to approach your B2B marketing budget, you should keep these findings in mind.


In 2018, 25% of internet users in the US were using an adblocker

According to Statista, in 2014, only 15.7% of US-based internet users were making use of an adblocker. This number has grown to 25.2% in 2018 and is expected to reach 27.5% by 2020. 


In 2016, 11% of internet users across the globe were blocking ads

In 2016 it was reported that 11% of users worldwide were blocking ads, totalling roughly 615 million devices globally, but this number was growing 30% year on year.


Only 22% of respondents think B2B advertising pushes them towards a purchase

In their survey, WHM found that only 22% of their respondents think advertising played a critical role in buying. This is unsurprising if you look at some of the other findings of this report. Despite the huge investment people put into emails, Google ads, blogs and ebooks, 48% of B2B decision makers found B2B advertising boring.


81% of consumers have closed a browser or exited a webpage because of a pop-up ad

You’re scrolling down an article, when a pop-up or overlay appears, advertising a service or product or asking you to sign up for a newsletter. While you may capture some leads, the message from Hubspot’s marketing statistics is clear: an overwhelming majority of users don’t like pop-up advertising.  


About 90% of marketing managers in Fortune 500 companies consider telemarketing to be an effective channel

While people have been predicting the death of telemarketing for decades, the reality is that it can be a critical tool in your B2B marketing toolkit. As described in this article by Bizibl, telemarketing serves a specific function in your marketing strategy, which other channels are either less effective at, or simply cannot do. This includes tasks such as building a quality database of prospects, being an effective tool for lead generation on its own, or to support another channel such as content marketing and marketing automation. 


B2B marketing budgets are increasingly complex

As a B2B marketer, the growing number of marketing channels is undoubtedly making budgeting an increasingly difficult task to accomplish. Certain channels, such as online advertising, appear to be a no-brainer, despite the fact that ad blockers are on the rise, and certain types of online advertising actively push users away. 


On the other hand, channels such as telemarketing, still serve a very critical purpose in B2B lead generation and sales, but are suffering from shrinking budgets. As these channels move towards a more specialised, but still important role, some B2B marketers are making the mistake of cutting their budgets too aggressively. 


Ensure you make the right choice with your B2B telemarketing budget

To avoid making this mistake, it’s important to have the right expertise. GCL Direct have over 29 years of experience in the B2B telemarketing space. If you’re looking for a partner who can offer strategies that deliver excellent results with unscripted and multilingual call services, contact us today. You can also learn more about telemarketing and the benefits it offers your organisation by downloading our latest ebook here.