Despite economic challenges, B2B marketers remain resilient and optimistic. This is according to a survey of over 500 U.S. and U.K. marketers issued by precision demand marketing platform Integrate. In the survey, 66% of respondents reported feeling burnout, yet 70% still felt optimistic or very optimistic about their team’s performance compared with six months prior.
To optimise for growth this year, marketers favoured marketing to existing customers (57%) and investing in technology (35%). In the U.S., marketing ops and technology was the leading area where more spending was expected. Field and event marketing were the areas most likely to face cuts.
The survey results suggest that B2B marketers are resourceful and determined in difficult times. This is despite data being cited as the biggest challenge they face, ahead of increasing growth targets and budget and staffing cuts. The survey supports previous research that finds B2B marketing teams stolidly optimistic in the face of very difficult times.
<p>Despite economic challenges, B2B marketers remain resilient and optimistic. This is according to a survey of over 500 U.S. and U.K. marketers issued by precision demand marketing platform Integrate. In the survey, 66% of respondents reported feeling burnout, yet 70% still felt optimistic or very optimistic about their team’s performance compared with six months prior.</p>
<p>To optimise for growth this year, marketers favoured marketing to existing customers (57%) and investing in technology (35%). In the U.S., marketing ops and technology was the leading area where more spending was expected. Field and event marketing were the areas most likely to face cuts.</p>
<p>The survey results suggest that B2B marketers are resourceful and determined in difficult times. This is despite data being cited as the biggest challenge they face, ahead of increasing growth targets and budget and staffing cuts. The survey supports previous research that finds B2B marketing teams stolidly optimistic in the face of very difficult times.</p>
Originally reported by Martech: https://martech.org/b2b-marketers-remain-optimistic-in-the-face-of-major-challenges/
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