“I’d like a bigger garden haul than last year with less seeds, less staff and reductions in arable land. Oh, there’s also a drought. Looking forward to our best year ever!”
So much to unpick in this stat from of our "State of B2B Marketing" series taking an in depth look of the challenges and opportunities B2B marketers are facing. Putting aside the catch all "ROI", and the flaws in using that as an impact metric, it highlights both an historic challenge in making the case for brand and the current one amid an environment of high costs and low growth for many. Look further into the survey results and yet get further colour into why. ➡️ 34% of B2B marketers are operating with reduced budgets compared to last year. ➡️ 29.6% have seen the headcount of their team slashed over the past year ➡️ And yet, 52.6% report being asked to deliver more with fewer resources over the past year. More with less, leading to pressure and propensity to look for quick wins? Huge plaudits to Charlotte Rogers for overseeing the coverage, which also digs into the why and what's necessary to mitigate some of the challenges. Link to where you can find what we have done to date - which also takes in the impact of AI on the use of agencies and the why behind changing job titles in B2B - can be found in the comments below. It's one example of our coverage of good and bad practice in B2B. Again, link below. If you have any stories, tips or views get in touch with Marketing Week's B2B reporter Emily Manock.