B2B marketers remain optimistic in the face of major challenges

Staff cuts, budget cuts and difficulty using data are not preventing B2B marketers feeling more optimistic than they did last year.

Almost half of B2B marketers are struggling to use data, both to drive decision-making and measure performance. It’s the biggest challenge they face, ahead of increasing growth targets and budget and staffing cuts.

That’s the key takeaway from a survey of over 500 U.S. and U.K. marketers issued by demand marketing platform Integrate. “These survey results indicate that despite economic challenges, B2B marketers are forging ahead and making do with the resources they have with a focus on their customer,” said John Follett, co-founder of Demand Metric which conducted the survey on behalf of Integrate.

Other findings. B2B marketers are striving for resilience in the face of economic pressures and the threat of burnout. Among other findings reported by the survey:

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