October 27, 2014: This October, Software Advice released its 2014 Demand Generation Benchmark Report, which showed that 41 percent of B2B marketers will increase their demand generation spending in 2015 across a variety of channels.
The survey examined responses from 200 U.S. B2B marketers, noting that 43 percent of marketers would spend the same as they did in 2014, with just 17 percent planning to decrease spending.
“People realize now that having a demand generation strategy is so critical,” Michelle Linn, content development director at the Content Marketing Institute, stated to Software Advice. “They need to plan content along the entire customer lifecycle. And it can be very time-intensive and resource-intensive. So, from that perspective, it’s not surprising that people are increasing spend at all. It’s an engine that constantly needs to be fed.”