Gartner Research

Survey Analysis: How CMO Budgets Differ in B2C and B2B Companies

Published: 12 February 2019

ID: G00378318

Analyst(s): Anna Maria Virzi


CMO budgets reflect shifting multichannel marketing priorities and tactics based on business context. Marketing leaders responsible for multichannel marketing initiatives can use this report based on Gartner’s 2018-2019 CMO Spend Survey to better prepare for these changes.

Table Of Contents

Survey Objective

Data Insights

  • B2B Marketers Spent the Largest Share of Their 2018 Marketing Budget on Digital Commerce
  • B2C Marketing Budget for Social Marketing Drops 25%, Reflecting a Shift From Organic to Paid Social Media
  • B2C CMOs Surveyed Spent 18% of Their Budget on Analytics and Research, but Less Than Half Track Key Metrics of Customer Value
  • Methodology
  • Definitions

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