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Two-thirds of European marketers will be using ABM by 2020

January 10, 2019 / B2B Marketing

According to the 2019 State of IT Marketing report by Spiceworks, 49% of marketers are using an ABM strategy, 44% of marketers are using video marketing, and 43% are using an on-demand content strategy. By 2020, these adoption rates are expected to jump to 66%, 68%, and 60%, respectively. The report showed 27% of companies in Europe expect their marketing budgets to increase by 2020, 49% expect them to remain flat year over year, and only 8% expect a decline. The findings indicate a renewed priority on marketing is driving budget increases and enabling organizations to experiment with new marketing trends and technologies. The survey of more than 300 B2B marketers across North America and Europe found B2B the tech sector is the biggest spender on paid media, with 30% of budgets allocated toward paid media efforts at European companies.