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1、1 7T H E D I T I O N2024 b2b marketing mix reportDATA-DRIVEN INSIGHTS FOR YOUR MARKETING PLANThis is the seventeenth edition of Sagefrog Marketing Groups annual B2B Marketing Mix Report,a resource that has become a valuable year-end tool for modern B2B marketers.This report breaks down the results o

2、f our recent B2B Marketing Mix Survey,gathering the opinions and experiences of professionals across B2B industries,including technology,healthcare,industrial,and business services.This year,we received over 2400 responses,a first in Marketing Mix history.We transformed these contributions into dige

3、stible data revealing the top marketing trends and tactics to watch in the year ahead.With this information,marketers can make informed investments as they plan new budgets and marketing programs.We hope this years forecasts and findings help you approach your 2024 marketing strategy with greater co

4、nfidence.who we surveyedRespondents had the option to choose multiple industries as applicable to their field*Non-profit,Consulting,Market Research&TelecommunicationsCoordinator or Specialist33%Manager or Director32%Assistant16%Vice President11%C-Level8%2007-2024 Sagefrog Marketing Group,LLC.Page 2A

5、dvertising&Marketing Services 19%Information Technology(IT)Services 12%Human Resources&Recruitment 11%Financial Services 11%Healthcare&Medical Devices 10%Construction&Engineering 8%8%Manufacturing&Industrial Equipment 7%Logistics&Supply Chain Management 5%Pharmaceuticals&Biotechnology 4%Software Dev

6、elopment&Technology Solutions 4%Professional Services1%Other*a winning combination:in-house&outsourced Last year,more marketers pulled their efforts in-house.This year,it seems the majority relied on combined in-house and outsourced marketing.This suggests that marketers increasingly recognize the b

7、enefits of an approach where outsourced agencies specialized skills and resources supplement in-house expertise.Outsourced marketing by itself or used in a hybrid approach frees internal teams to focus on core competencies and specific industry operations.Agencies can bring the specialized capabilit

8、ies of an entire group of marketing professionals to bear,reducing costs associated with maintaining a large internal marketing team.This synergy can lead to more effective campaigns and,ultimately,higher ROI.Combining in-house efforts with outsourced marketing was the preferred option for B2B marke

9、ting this year.49%Both In-House&Outsourced35%In-House16%OutsourcedThe majority of those who outsourced their marketing found it effective.89%Yes11%NoMost of those who outsource their marketing do so because of a lack of time and resources.Lack of Time&Resources 26%Product or Service Launch 18%Projec

10、t-Specific Needs 18%Difficulty Recruiting In-House 15%Company Merger 12%10%Needed Agency Expertise 2007-2024 Sagefrog Marketing Group,LLC.Page 3top marketing objectives for 2024For 2024,brand awareness has taken center stage,securing the top spot on the list of objectives for B2B marketers.This repr

11、esents a significant departure from last year and indicates that businesses recognize the importance of building and maintaining their brand.While lead generation and client retention still hold strong positions in the ranking,a strong brand sets a company apart in an increasingly competitive landsc

12、ape,fostering trust,loyalty,and premium pricing.It enhances marketing efficiency,attracts top talent,and supports expansion and diversification efforts.Brands with emotional resonance can connect deeply with customers,providing a distinct competitive advantage and ensuring long-term success,which is

13、 very different from the more immediate priorities of last year.1Brand Awareness 2Lead Generation3Client Retention4Sales Support Brand awareness isnt just another buzzword;its like the secret sauce for business success.Its all about making sure your brand is familiar and trusted,connecting with your

14、 audience the ones you know and the ones you want to know.At Sagefrog,we really believe in the long-term power of strong brands,utilizing them as a foundation for building future success stories.Mark Schmukler,CEO&Co-founder at Sagefrog 2007-2024 Sagefrog Marketing Group,LLC.Page 4more conservative

15、marketing budgets In 2024,marketing budgets are shifting,with some businesses cautiously increasing spending for growth while others are cutting back.This may be to balance cost control and growth strategies in response to market uncertainties.About a quarter of respondents are maintaining consisten

16、t marketing budgets,emphasizing the importance of stability in 2024 planning.Businesses display a diverse range of financial strategies for third-party spend.These varying expenditure levels reflect how businesses leverage third-party services to support their operations and growth,aligning their fi

17、nancial plan with their unique needs and circumstances.Increase48%Stay the Same25%Decrease27%Marketing Budget Changes for 2024 2007-2024 Sagefrog Marketing Group,LLC.Page 5Monthly Third-Party Spend$2,500-$5,000 28%$10,000-$20,000 26%$5,000-$10,000 25%$20,000+14%$0-$2,500 7%more conservative marketin

18、g budgets(continued)Traditional channels like in-person tradeshows remain a top priority but have decreased in significance from last year,while digital strategies such as directories,paid social media,and email marketing maintain their importance.Theres also a renewed interest in print advertisemen

19、ts,signaling a potential return to diversified marketing approaches.These changes underscore the importance of adaptability in response to evolving consumer behaviors and economic conditions.Top Areas of Marketing Spend 2007-2024 Sagefrog Marketing Group,LLC.Page 6In-Person Tradeshows&Events 25%Dire

20、ct Marketing 23%Content Marketing 23%Directories&Sponsorships 23%Print Advertisements 22%Public Relations 21%Paid Social Media 21%Email Marketing 20%Branding 20%Marketing Technology 17%Search Engine Marketing 17%Search Engine Optimization 15%Virtual Events&Webinars 15%AI Chatbots 12%9%Video Marketin

21、g 9%Market Research 8%Website Development In-Person Tradeshows&Events Email Marketing Directories&Sponsorships Print Advertisements Direct MarketingPaid Social MediaPublic RelationsVirtual Events&WebinarsReferralsAccount-Based MarketingOrganic SearchNetworkingSearch Engine Marketing(SEM)Telemarketin

22、g 2007-2024 Sagefrog Marketing Group,LLC.Page 7in-person and traditional tactics lead the wayIn 2023,organic search,SEM,and paid social,previously the mainstay for generating qualified leads,took a back seat.Possibly due to increased competition in these digital spaces,there has been a decline in th

23、e effectiveness of these strategies,and marketers are responding accordingly.Theres also a noticeable shift with event marketing,directories,sponsorships,and print advertising occupying the top spots for lead generation.The resurgence of tradeshows and events marks a clear shift towards in-person en

24、gagement,showing that face-to-face interactions are gaining prominence.At the same time,using directories,sponsorships,and print ads indicates a strong inclination toward leveraging more traditional avenues for lead generation.All of this suggests that B2B marketers are exploring a balanced mix of m

25、arketing strategies to adapt to changing market conditions and preferences.20232022202133%32%32%27%26%24%24%21%17%17%15%12%12%9%27%22%14%8%16%29%14%21%4%34%19%30%14%28%35%6%10%43%54%26%11%Top Sales&Marketing Lead Sourcesthe b2b event marketing comeback 2007-2024 Sagefrog Marketing Group,LLC.Page 8Ne

26、arly four years after the pandemics onset,its evident that event marketing has made a remarkable comeback.The pandemics restrictions and safety concerns forced the event industry to reinvent itself.But as it became safe to gather again in person,marketers have recognized that nothing can truly repla

27、ce the depth of connection and engagement that in-person events offer,making them a vital component of marketing strategies once more.As the numbers reveal,businesses are reverting to these traditional tactics,investing more in event marketing,directories,and sponsorships,and seeing the rewards in t

28、hese increased efforts.When asked what they thought,our respondents indicated that in-person events will continue to be an essential lead generation and brand-building tool in 2024.This shift underscores the resilience and enduring significance of event marketing in the post-pandemic marketing lands

29、cape.Event Marketing Tactics for 2024Will Webinars Be Effective for Brand Awareness and Lead Generation in 2024?The Significance of In-Person Events in 202489%11%YesNoAttend Webinars 42%Exhibit or Sponsor In-Person Conferences 38%Organize&Host Your Own Webinars 36%Attend In-Person Events or Conferen

30、ces 32%Co-Host In-Person Events 23%18%Participate in Panel Discussions or Speaking Engagementsaverage rating4.1harnessing the power of ai in b2b marketingAs we look ahead to 2024,theres a notable surge in the adoption of AI for content generation and presentation improvement by B2B marketers,indicat

31、ing a commitment to delivering more compelling and efficient materials to their audience.Additionally,productivity enhancements via automation and the growing emphasis on AI-driven video content creation promise to reshape B2B marketing strategies in the coming year,ultimately enhancing engagement a

32、nd efficiency.While a few remain skeptical of AI,most lean towards optimism,with many marketers remaining neutral.This diversity in viewpoints underscores the expectation that AI will continue redefining B2B marketing in 2024,ushering in new opportunities and challenges.How B2B Marketers are Utilizi

33、ng AI The Outlook on AI in B2B MarketingTrending AI Platforms for 2024Coding 31%Chatbots 31%Design 31%Presentations 30%Content 30%Productivity 29%Website Development 26%Automation 23%Video Creation 18%2%Not ApplicableVery Optimistic 25%Somewhat Optimistic 33%Neutral 15%Cautiously Skeptical 14%Very S

34、keptical 13%2007-2024 Sagefrog Marketing Group,LLC.Page 9 2007-2024 Sagefrog Marketing Group,LLC.Page 10the future of b2b marketingIt makes sense that one of the standout priorities for marketers in the upcoming year is an emphasis on improved assessment,considering the importance of data in the mod

35、ern marketing world.Companies are also focusing on short-term adaptability with new products and engaging content while the popularity of visual content and personalization(which have been top priorities two years in a row)continues.These trends collectively focus on data-driven decision-making,cust

36、omer-centric strategies,and a commitment to innovation and adaptability.Ultimately,the survey underscores the critical need for a comprehensive corporate marketing strategy as a well-defined roadmap to navigate the evolving landscape effectively.Businesses are investing in the tools and approaches n

37、ecessary to stay competitive,target their audience effectively,and ultimately drive growth.That being said,the continued emphasis on video and personalization may indicate that some companies are struggling to reach their goals with these endeavors.Improve Attribution,Reporting&Analytics 1Utilize Cu

38、stomer Surveys6Launch New Products or Services2Utilize Data Flows7Update Sales&Marketing Materials 3Experiment with Live Streaming8Set&Achieve Short Term Goals 4Experiment with Video Marketing9Enhance Personalization5Create a Corporate Marketing Strategy10Top Marketing&Sales Priorities for 2024 top

39、takeaways from this years report Strategize for in-person and virtual event marketing to boost brand visibility and leads Embrace traditional methods like print ads and refresh your marketing and sales materials Assess your brand recognition and make brand awareness a top priority Allocate funds for

40、 directory listings and sponsorship opportunities Reevaluate your marketing tools and tech,emphasizing AI and advanced reporting 2007-2024 Sagefrog Marketing Group,LLC.Page 11All Rights Reserved 2024 Sagefrog Marketing Group,LLCabout sagefrog marketing groupSagefrog is a top-ranked B2B marketing age

41、ncy and award-winning Best Place to Work,with specialties in healthcare,technology,industrial,and business services.We accelerate client success through branding and integrated marketing delivered through deeper industry knowledge,smarter strategy and tactics,and faster turnarounds and results.Our services include branding and strategy,websites and digital,content and inbound,and traditional marketing.Visit .Contact us to put the insights from this report into action for your (215)230-9024