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B2B Marketing Research.

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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.

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#1

challenge is ‘growing and measuring brand awareness’ for the third year in a row

53%

of respondents have a shared Ideal Customer Profile definition between Sales and Marketing, up from 41% last year

3X

Best-in-class marketers are almost 3X more likely to develop personas and customer journey maps

The CMOs behind this study.

Thanks to the B2B CMO Advisory Council, passionate B2B marketing leaders who
provide strategic direction and analysis to develop this research report.
Bernice Muncaster

Bernice Muncaster

Marketing & Communications Director of Asia Pacific, DXC Technology
Jodie Sangster

Jodie Sangster

Chief Marketing Officer,
ANZ at IBM
Daniel McDermott

Daniel McDermott

Senior Director Marketing,
APAC Mimecast
Darren Needham-Walker

Darren Needham-Walker

Chief Marketing Officer,Advanced Mobility Analytics Group
Dave Nicholls

Dave Nicholls

Commercial Director,
PPG Industries
Mitchell Mackey

Mitchell Mackey

General Manager Marketing,
Fauto Group
Andrew Haussegger

Andrew Haussegger

CEO,
Green Hat
Joel Thomson

Joel Thomson

Head of Strategy,
Green Hat

The Partners behind this study

b2b-0utlook

The go-to report on the state of B2B marketing.

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Green Hat has been developing the B2B Marketing Research report since 2011

in collaboration with leading industry associations – Australian Marketing Institute and ADMA.
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