B2B International Marketing Budgets Growing

More than half of B2B marketers surveyed intend to increase their international marketing budgets but are confronting attendant challenges, such as having to deal with different languages, an exclusive survey by BtoB found, writes MarketingCharts.

Among marketers anticipating increases this year in non-U.S. marketing budgets:

• 60.0 percent plan increases of 1-10 percent over last year.
• 24.8 percent plan increases of 11-20 percent.
• 8.8 percent plan increases of 21-30 percent.
• 6.4 percent plan increases of more than 30 percent.

Among marketers anticipating decreases this year in non-U.S. marketing budgets:

• 87.8 percent plan decreases of 1-10 percent.
• Just 12.2 percent plan decreases of more than 10 percent.

Surprisingly, 69.7 percent of those surveyed say they do not have a web presence in other languages, and 58.4 percent say they do not have marketing materials in other languages.

One-quarter of marketers surveyed (25.9 percent) say 1-10 percent of company revenue is from non-U.S. business; 9.1 percent say 11-20 percent; and 11.7 percent say 21-30 percent. Of the remaining 53 percent of companies, about one-quarter say all their revenue is from within the US, and about one-quarter said more than 30 percent comes from outside the US.

BtoB conducted the online survey of 274 marketers during the last week of July and the first week of August.