Another key piece of advice IDC offered tech marketers is to improve the relevance of marketing by providing more sales enablement and campaign management support.
“Marketing must improve its ability to get the right marketing assets to the right salespeople,” Gerard said.
The report also breaks down the marketing budget spending across programs. This year, events will make up the largest share of the marketing budget (22%), followed by advertising (17%), direct marketing (16%), marketing support and sales tools (14%), digital marketing (12%), PR (5%), collateral (5%), market intelligence (4%), analyst relations (2%) and other (3%).
Within digital marketing, 33% of the budget will be spent on display ads, 16% on search ads, 15% on Web site, 15% on e-mail, 7% on search engine optimization, 6% on events and 8% on other activities.
Respondents participating in the survey were from hardware companies (41%), software companies (40%) and services companies (19%).
The breakdown by company size was less than $500 million in annual revenue (30%), between $500 million and $999 million (12%), between $1.0 billion and $2.9 billion (26%), between $3.0 billion and $9.9 billion (17%) and more than $10 billion (15%). M