Outsell: Small companies more optimistic on marketing

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Burlingame, Calif.—Small b-to-b companies have a brighter outlook on marketing spending than larger b-to-b companies, according to a recent study by Outsell, an analyst firm.

Twenty-six percent of small companies surveyed said they planned to increase marketing spending this year, while only 13% of large companies plan to increase their marketing spending. Overall, small businesses plan to cut marketing budgets by 0.4%; large companies plan to cut total marketing spending by 9.7%.

Small companies said their online spending will rise an average of 8.2%, while large companies will only increase online budgets by 0.4%.

For Outsell’s study, small companies are defined as having 100 or fewer employees; large companies, as having more than 1,000 employees.

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