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Percentage of B2B companies with their own marketing teams – Image: Xpert.Digital

In 2020, B2B marketers in the US were surveyed about their marketing plans and strategies. The survey found that 38 percent of the responding B2B companies handle marketing activities internally, while six percent outsource these tasks.

What percentage of B2B companies have their own marketing teams?

• 38% – Outsourced and both
• 56% – In-house
• 6% – Outsourced

Spending on marketing services – Image: Xpert.Digital

In the United States, spending on marketing services dedicated to telemarketing amounted to $61.4 billion in 2020. The largest share of marketing service spending each year is allocated to sales promotion. Total spending in this area reached $244.7 billion in 2020.

Outsourcing Marketing Activities:
Organizations that want to promote their products or services face a choice – to build a marketing team as part of their corporate structure or to engage external contractors to handle marketing activities for them. There is also a third option – doing both. Based on current data, this is the most popular choice, as the majority of B2B companies opt for a mix of internal and outsourced marketing teams.

Marketing Outsourcing During the Coronavirus Pandemic (COVID-19):
In the early stages of the pandemic, many companies had to make quick financial decisions to minimize potential losses from declining business. Contrary to expectations, budget cuts in outsourcing spending were not as significant as one might have anticipated. While some CMOs, for example, saw a marked decrease in outsourcing marketing activities, the majority of marketers reported no noticeable change in this regard, suggesting that outsourcing was not a top cost-cutting priority for industry representatives at that time.

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Categories of expenditure for marketing services

• Sales promotion
• Telemarketing
• Event sponsorship
• Direct marketing
• Directories
• Public relations

Changes in outsourced marketing due to COVID-19 – Image: Xpert.Digital

A May 2020 survey of 274 marketers across 13 industries in the US asked whether the coronavirus pandemic had affected their outsourcing of marketing activities. Ninety-seven percent of respondents were top marketers. The survey found that 58.8 percent of marketers saw no change, while 19.4 percent saw an increase in outsourced marketing activities.

Has the percentage of outsourced marketing activities changed as a result of the coronavirus pandemic?

19.4% – Increased
21.8% – Decreased
58.8% – No change

Changes in B2B content marketing budgets - Image: Xpert.Digital

The graphic shows the content marketing budget plans of North American companies as of July 2019. In the survey, 46 percent of all respondents stated that they plan to increase their spending on B2B content marketing in the next 12 months (between 2019 and 2020), with 12 percent planning an increase of more than nine percent.

Changes in B2B content marketing budgets

• 12% – an increase of more than 9%
• 34% – Increase of 1% to 9%
• 35% – remain the same
• 15% – Uncertain
• 4% decrease

Related to this:

• Content marketing services for B2B and B2C
• Benefits and methods of PR and content marketing

Changes in B2C content marketing budgets – Image: Xpert.Digital

In June and July 2019, B2C organizations, primarily from North America, were surveyed about their content marketing budget plans. In the survey, 59 percent of B2C marketers indicated that they planned to increase their content marketing spending in 2020 (between 2019 and 2020) compared to 2019.

How do you think your company's content marketing budget will change over the next 12 months?

• 17% – an increase of more than 9%
• 42% – Increase of more than 42%
• 23% – remain the same
• 14% – Uncertain
• 4% decrease

We provide you with numerous further insights into figures, data and facts that can help you optimize and expand your marketing:

• Customer Demographics Library – Demographics Knowledge Database (PDF)
• Online Marketing Library (PDF)
• E-Commerce Library – Knowledge Base (PDF)
• Social Media Marketing Library – Knowledge Base (PDF)
• SEO Library – SEM Knowledge Base (PDF)
• Search Engine Advertising / SEA Library – Search Engine Advertising Knowledge Base (PDF)
• Extended Reality (XR) Library (PDF)

• Content marketing: The ultimate discipline with obstacles and the most valuable types of content marketing
• The most effective marketing channels for leads, the most effective tactics, the most effective early-stage engagements, and the most effective channels for increasing conversions
• Marketing strategies and trends
• Personalized customer communication is gold
• Marketing challenges. Are you new to the company or is your marketing no longer running smoothly? You should ask yourself three questions