Tuesday, May 28, 2013

B-to-B Marketing Expenses

The largest marketing expense that business-to-business (b-to-b) companies incur is the cost of participating in trade shows. So says the MarketingSherpa 2012 B2B Marketing Benchmark Report, as reported in Direct Marketing News.

In a chart entitled "Where the marketing money goes," the top six b-to-b marketing expenses were:
  • 21% Tradeshows
  • 16% Websites
  • 13% Email marketing
  • 13% Paid search
  • 12% Print advertising
  • 10% Direct mail
I'm sure the numbers would be very different for the b-to-b microISV segment of the software development industry. But it's nice to look at marketing expense numbers across all industries, and see how our businesses fit into the mix.

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