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Marketing Benchmarks for B2B B2C

Marketing-Benchmarks-for-B2B-B2C-Growth-Strategies

The Deloitte CMO Survey report collects and disseminates the opinions of top marketers to establish Marketing Benchmarks for B2B & B2C marketers to use to develop go to market strategies and execute flawlessly.

Marketing Benchmarks for B2B B2C – Key Takeaways

Budgets on the Rise Amid Industry Concerns

Despite a recent drop in overall marketer optimism and a decrease in total marketing spending as a percentage of firm revenues, the latest findings from the CMO Survey show increases to overall marketing budgets over the last year (7.5 percent change in marketing budgets) and expected continued growth.

Digital Marketing Spend
Growth of digital marketing spend continues to outpace traditional advertising spend. Digital marketing expenditures are expected to increase by 12% in the next 12 months. Despite slowing growth, spending on digital marketing is expected to increase from 44% of marketing budgets to 54% in the next 5 years.

Marketing Analytics Spend
Marketing analytics spend is forecasted to double in the next 3 years. While the use of marketing analytics in decision making has increased over time, the survey noted a dip over the last year. A lack of properly trained professionals and the tools and processes to measure the impact of marketing analytics are B2B & B2C marketers’ biggest concerns.

Marketing Benchmarks for B2B B2C – Customer Outcomes Generally Expected to Improve

  • Acquisition of new customers 72.6%
  • Customer purchase volume 70.4%
  • Purchase of related products & services 63.4%
  • Customer retention 52.7%
  • Entry of new customers into market 47.5%
  • Price per unit 37.1%

Marketing Benchmarks for B2B B2C – Marketing Strategies

  • Market Penetration Strategy 52.3%
  • Product/Service Development Strategy 22.6%
  • Market Development Strategy 14.5%
  • Diversification Strategy 10.6%

Marketing Benchmarks for B2B B2C – Internet Sales at 12.8%

  • B2B Product 8.1%
  • B2B Services 11.8%
  • B2C Product 17.8%
  • B2C Services 18.6%

Marketing Benchmarks for B2B B2C – Domestic Marketing Budget Spend at 85%

  • B2B Product 83.4%
  • B2B Services 85.2%
  • B2C Product 81.8%
  • B2C Services 92.5

Marketing Benchmarks for B2B B2C – Marketing Budgets Expected to Grow 8.9%

  • B2B Product 9.3%
  • B2B Services 8.5%
  • B2C Product 9.0%
  • B2C Services 8.9%

Marketing Benchmarks for B2B B2C – Most Industries Expect Growth in Marketing Budgets

  • Energy 21.4%
  • Healthcare 13%
  • Communications / Media 12.6%
  • Tech/Software/Biotech 12.4%
  • Consumer Services 10.9%

Tips-for-Creating-Marketing-Budgets-That-Get-Approved


Marketing Benchmarks for B2B B2C – Growth in Digital Marketing Spend Greatly Outpaces Traditional Advertising Spend

Percent Change

  • Traditional Advertising Spend 1.7%
  • Digital Marketing Spend 15.1%

Marketing-Benchmarks-for-B2B-B2C-Digital Marketing Spend

Marketing Benchmarks for B2B B2C – Digital Marketing Dominates Marketing Spend Across All Economic Sectors

  • B2B Product 15.1%
  • B2B Services 12.5%
  • B2C Product 17.9%
  • B2C Services 18.2%

Marketing Benchmarks for B2B B2C – Brand Building and CRM Spending Expected to Grow in Next Year

Percent Change

  • Customer Relationship Management 7.5%
  • Brand Building 8.4%

Marketing Benchmarks for B2B B2C – Marketing Budgets Represent 11.1% of a Firm’s Budget

  • B2B Product 9.2%
  • B2B Services 8.9%
  • B2C Product 16.0%
  • B2C Services 14.9%

Marketing Benchmarks for B2B B2C – Marketing Spending is 7.9% of Company Revenues

  • B2B Product 6.3%
  • B2B Services 6.9%
  • B2C Product 9.6%
  • B2C Services 11.8%

Marketing Benchmarks for B2B B2C – Training & Development

Overall marketing budget spend on training and development increases over time

Percentage of marketing budget devoted to training and development

  • 2014: 2.7%
  • 2017: 3.8%
  • 2018: 4.2%

Marketing Benchmarks for B2B B2C – Spending on Marketing Analytics

  • Percent of current marketing budget spend on marketing analytics over time: 5.8%
  • Percent of current marketing budget spend on marketing analytics in next 3 years: 17.3%

Marketing Benchmarks for B2B B2C – Current Marketing Analytics Spend

  • B2B Product 6.4%
  • B2B Services 5.9%
  • B2C Product 5.1%
  • B2C Services 5.3%

Marketing Benchmarks for B2B B2C – Forecast for Marketing Analytics Spend

  • B2B Product 20.4%
  • B2B Services 15.3%
  • B2C Product 18.5%
  • B2C Services 14.2%

Additional Marketing Automation & Predictive Marketing Resources From Four Quadrant

A Marketer’s Guide to B2B Marketing Automation Platforms >>

Marketing Budget Benchmarks >>

State of B2B & B2C Marketing >>

Gartner CMO Spend Survey 2017 – 2018 >>

Download FREE Marketing Assessment Template >>


Go to Market Planning Examples

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