Market Survey: B2B Marketer Study — Marketing Services Money Flows

Author: Randy Giusto

Date: March 12, 2020


B2B marketing has changed dramatically over the last three years. The marketing technology stack’s complexity is increasing, the use of third-party cookies is eroding, and privacy regulations like Europe’s GDPR and California’s CCPA are rewriting the underlying rules. As a result of this and more, B2B marketers are under increasing pressure to provide hard metrics for return on ad spend and return on investment. They now outsource more work to external marketing services providers due to thinning resources and pressure to do more within their budgets.

It’s important to understand marketers’ views on these and other topics, so those serving them can respond. As we do every other year, Outsell recently surveyed and interviewed B2B marketers to understand their 2020 marketing services plans and the dynamics underlying those efforts. Marketers fund a good portion of our industry, and understanding this activity is critical. Companies that provide marketing services offerings can utilize this data to better understand their customers’ wants and needs as the complexity of marketing increases.

This analysis focuses on money flows and is the first in a series looking at B2B marketer plans for 2020. Future analyses will focus on lead generation, custom content, data management, campaign execution, event services, creative services, and audience segmentation.



As the basis for this analysis, Outsell fielded an online quantitative survey of 304 US B2B marketers from December 4, 2019, to January 8, 2020. Respondents needed detailed knowledge of their companies’ marketing budget details and/or authority to allocate budget. Of the 304 respondents, 88 were from small companies of 100 or fewer employees, 134 were from mid-sized companies with 101 to 1,000 employees, and 82 came from large companies with more than 1,000 employees. This provides a good lens across the marketer spectrum with the overall study having a confidence level of 95% +/- 5.6% margin of error.

Outsell augmented the quantitative study with 14 qualitative interviews of B2B CMOs from November 20, 2019, to January 24, 2020, to probe further into their outsourcing dynamics. Marketer interviews spanned a range of industries, including financial services, credit and risk, food service, pharmaceuticals, healthcare, insurance, communication services, security solutions, manufacturing, metals and mining, and education.


Table of Contents

Why This Topic?


Key Findings

2020 Overall Marketing Budgets

2020 Marketing Services Budgets


Essential Actions

Related Research

About the Author

About Outsell


List of Figures

Figure 1: 2020 Money Flows – 72% of Marketing Budgets Will Increase

Figure 2: 2020 Marketing Budget Change by Company Size

Figure 3: Percentage of Each Industry’s Respondents Increasing Marketing Budgets by at Least 10%

Figure 4: 2020 Money Flows — 67% Will Increase Spending on Marketing Services

Figure 5: 2020 Marketing Services Budget Change by Company Size

Figure 6: Percentage of Each Industry’s Respondents Increasing Marketing Services Budgets by at Least 10%


Management Consulting Company?

Investment levels are adjusted accordingly for management consulting companies. Please contact to have your order fulfilled.


Additional information



There are no reviews yet.

Be the first to review “Market Survey: B2B Marketer Study — Marketing Services Money Flows”

Your email address will not be published. Required fields are marked *

Post comment