Despite Economic Headwinds, 84% Of Marketers Remain Optimistic; 72% Plan To Meet/Exceed Goals

With rising interest rates, bank failures and more economic headwinds looming, the biggest challenges B2B marketers are up against include headcount cuts (40%), increasing growth targets (39%) and budget cuts (38%), according to Integrate’s new “2023 State Of Marketing Budgets” report. But despite these challenges, 72% said their marketing team will meet or exceed goals in 2023.

The study — conducted by the precision demand marketing platform provider —revealed how marketing budgets, priorities and sentiments have changed in the past six months. Nearly 50% of B2B marketers cited difficulty using data to inform decisions and measure performance as their biggest challenge, suggesting an increasing need for marketers to “defend their spend” to finance departments and C-level executives.

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