State of B2B Marketing 2024
‘Just hit the volume goal’: B2B marketers on resisting ‘ridiculous’ pressure to deliver leads
Charlotte RogersFor many B2B marketers, their worth is measured by volume of leads rather than strategic impact. How can they break the cycle?
‘Priority one, two and three’: B2B marketers on the rise of lead gen
Charlotte RogersAs lengthy sales cycles become more complex and the pressure to deliver hots up, exclusive data reveals lead generation is growing in importance for B2B brands.
Purists vs pragmatists: What is ABM’s role in the strategic mix?
Hannah RashbassAs account based marketing (ABM) gains traction among B2B giants like PwC and Thomson Reuters, how can it best be used to increase marketers’ strategic reach?
Over a third of B2B marketers under pressure to deliver leads regardless of quality
Charlotte RogersAs the pressure ramps up to drive customer pipeline, more than half of B2B marketers also believe leaders don’t see marketing’s potential beyond lead gen.
Restructures, influence, short-term gains: 5 interesting stats from State of B2B Marketing 2024
Matthew ValentineMarketing Week’s 2024 State of B2B Marketing research reveals marketers are coming under increasing pressure to deliver.
‘They’re cutting the legs off the company’: B2B marketers on mounting internal pressure
Josh StephensonFrom doing more with less to making the case for brand investment when short-term measures feel critical, B2B marketers share the pressures they are facing up to.
Nearly 60% of B2B marketers expected to do more with less
Josh StephensonB2B marketers are under increasing pressure to deliver more with less against a backdrop of challenging targets and reduced headcounts, according to Marketing Week’s exclusive research.
How brand savvy are B2B marketers really?
Josh StephensonThree B2B marketing leaders share why being brand savvy doesn’t mean giving up performance marketing entirely – it is about finding the balance that suits your business goals.
B2B marketers remain focused on short-term goals ahead of long term
Josh StephensonAccording to Marketing Week’s exclusive new research, the majority of B2B marketers still prefer short-term marketing tactics over long-term brand building.
B2B marketers increasingly looking long term as traditional playbook fades
Hannah RashbassAccording to Marketing Week’s exclusive new research, many B2B marketers are taking on an increasingly strategic role. But for those who are still fighting for recognition and investment, internal marketing and collaboration are key.
Over half of B2B marketers say role becoming ‘more strategic’
Hannah RashbassDuring the last 12 months, many B2B marketers say their role has become more influential and better appreciated, according to Marketing Week’s exclusive research.
‘Parallel universes’: B2B marketers on navigating the ‘healthy tension’ with sales
Hannah RashbassWhile some tension is normal, shared goals and data-driven strategies can bridge the gap between B2B sales and marketing teams.
Over a third of B2B marketers ‘often’ in conflict with sales
Hannah RashbassMisaligned priorities and misconceptions about the role of marketing are fuelling the tension, according to Marketing Week’s exclusive new research.
‘If they’re winning, we’re winning’: B2B marketers on the relationships that matter
Matthew ValentineFrom making the CFO your “first customer” to exploring cross-functional tension, marketers should put energy into nurturing relationships with the CEO and beyond.