2013 B2B Marketing Priorities [Study]


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Towards the end of 2012, Software Advice, CMO.com, and Eloqua teamed up to ask marketing professionals their priorities in 2013.The study titled B2B Demand Generation Benchmark Survey, gives marketers a complete view of the current status of the marketing sphere as well as a look at what’s to come.

Compiled by Software Advice CRM Analyst Ashley Verrill, the survey results show all the most popular marketing channels, as well as a breakdown of that information such as the channels that bring in the highest quality leads, the highest quantity leads, and the costs involved with these channels. Other results include the effectiveness of using marketing automation technology and how much companies plan to spend on marketing in 2013.

Below are some of the most interesting findings…

Digital Channels Have Become Top Priority for Marketers

The graph below illustrates the percentage of marketing respondents that use each channel for demand generation.

Percent of Respondents Using Each Channel

Email Marketing Generates the Highest Quality Leads

The chart below is ranked from highest to lowest percentage of marketers identifying the channel as producing high quality leads.
Opinions of Lead Quality by Channel

Social Media is the Least Expensive Lead Generation Channel

The chart below is ranked from highest to lowest percentage of marketers identifying the channel as low cost-per-lead.
Opinions of Lead Cost by Channel

Marketers Have Planned to Spend More in 2013 than 2012

The chart below shows how marketers will adjust their spending plans relative to what they allocated for programs in 2012.
Overall Demand Generation Spend Plans Next Fiscal Year

Marketers Have Planned to Spend in Social Media and Retargeting

The chart below reveals how marketers will adjust their spending plans by channel in 2013 relative to 2012.
Demand Generation Spend Plans by Channel Next Fiscal Year

Special thank you to Holly Aker for helping me compile the content in this post.

Republished with author's permission from original post.

Cody Ward
Cody Ward is a marketing leader, consultant, entrepreneur, blogger, and social media enthusiast living in the greater Chicago area. He has worked to help Fortune 500 companies and small businesses alike fit together the right pieces of their B2B or B2C marketing puzzle. By combining technical solutions with modern marketing strategy, Cody has developed a track record for executing digital marketing campaigns that deliver strong ROI results.


  1. I’m glad to see this focus on business-to-business practices; thanks for the summary. It’s interesting to see that social media is getting top billing in B2B marketing, since the first two years’ results from the Annual ClearAction B2B CEM Best Practices Study indicated that customer experience managers didn’t see much use for social media in B2B. I’m hoping there will be more coordination and collaboration, and collective ownership between marketers and CX managers as we go forward.


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