B2B marketers remain focused on short-term goals ahead of long term
According to Marketing Week’s exclusive new research, the majority of B2B marketers still prefer short-term marketing tactics over long-term brand building.
The face of B2B marketing has changed rapidly over the past decade. Gone are the days when the marketing function was little more than a lead generator for the sales department. B2B has embraced brand building in a big way and it is now a key part in driving strategic growth. Or is it?
Exclusive data from Marketing Week’s State of B2B Marketing survey shows B2B’s much-heralded push towards brand could be overstated.
When it comes to allocating resources between long-term (more than six months) and short-term marketing goals (less than six months), it is performance marketing that is still favoured, according to the 600 B2B marketers who responded to the survey.
