‘They’re cutting the legs off the company’: B2B marketers on mounting internal pressure
From 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.
B2B marketers are under pressure. A challenging economic picture has dragged on longer than most analysts expected and is starting to have consequences for the marketers in the industry trying to balance the twin challenges of capturing and creating demand.
Marketing Week’s exclusive State of B2B Marketing research shows that over the past 12 months nearly three-fifths (58.8%) of the 600 surveyed B2B marketers have been asked to deliver more with fewer resources. Further challenges come from having to cope with team restructures (42.2%) and having to find ways to hit challenging new targets (41.4%).
