For this report, we had a record number of participating organisations – 550 from across the globe.
They shared their plans, challenges and perceptions for all key areas of B2B marketing including strategy, content, ABM, branding, digital channels, sales alignment and budgets.
Why? Three-quarters say they do not expect to have been impacted by the pandemic in 2022; there was a significant increase in those saying they have hit their 2021 objectives; as well there’s some positive projection around marketing budget increases.
challenge is ‘growing and measuring brand awareness’ for the third year in a row
of respondents have a shared Ideal Customer Profile definition between Sales and Marketing, up from 41% last year
Best-in-class marketers are almost 3X more likely to develop personas and customer journey maps
The CMOs behind this study.
provide strategic direction and analysis to develop this research report.
The Partners behind this study
The go-to report on the state of B2B marketing.
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