Another interesting insight from Outsell - whilst the downturn is putting pressures on sales and cashflow, small companies (with 1 to 100 employees) seem to be more positive according to Outsell than large ones (over 1,000 employees). Large B2B suppliers tell Outsell that they plan to decrease their total marketing spending 9.7% in 2009, while small firms expect to cut back only 0.4%. Over one-fourth, 26%, of small firms plan to increase their marketing spending in 2009, contrasted with only 13% of large firms forecating increases.
For b2b marketers, the implications are to focus on building a customer base from smaller organisations. In B2B publishing for instance defining simpler, perhaps self-service propositions aimed at the huge numbers of entreprneurial firms or SMEs who don't want to cut back on marketing and are keen to benefit whilst larger companies are cutting-back.
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