2023 State of B2B Marketing Budgets Survey Finds Increasing Need to “Defend the Spend”

Nearly 90% of Marketers Cite Importance of Data Compliance and Accuracy

Integrate, the leader in B2B Precision Demand Marketing (PDM), today announced new research on “The State of B2B Marketing Budgets 2023” that reveals how marketing budgets, priorities, and sentiments have changed in the past six months. The report found that nearly 50% of B2B marketers cite the difficulty of using data to inform decisions and measure performance as the biggest challenge, suggesting an increasing need for marketers to “defend the spend” to finance departments and C-level executives. As a result, nearly 90% of marketers surveyed report that data compliance and accuracy is a priority at their company. This study is follow-on research from “The State of B2B Marketing Budgets 2022” and was conducted with global research and advisory firm, Demand Metric.

“Today’s B2B marketers are in the unenviable position of making the unpredictable predictable in an uncertain market, and that means recalibrating everything from their goals to their focus,” said Colby Cavanaugh, SVP, Marketing at Integrate. “This research suggests that today’s marketers are incredibly resilient, and they’re adapting by being flexible and leveraging both what they know works and investing in creative new solutions to drive pipeline.”

Read the full press release here.