Marketers plan budget increase in 2017

Nearly three-quarters (74 per cent) of senior marketers are planning to up their spending on content marketing next year, research shows.

Two-thirds (60 per cent) plan to increase their entire marketing budget too, a report from Pipeline Marketing suggests.

The study, which gauges marketer’s priorities, strategies and tactics for the year ahead, also looked at the performance indicators management teams will be looking at when it comes to marketing effectiveness.

11 per cent said they’d be judged by lead volume and about half will be judged on pipeline, revenue and customer generation.

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