New Integrate Report Suggests Need For Precision In Marketing
- John Follett
- Dec 1, 2022
- 1 min read
Integrate, a company that specializes in precision demand marketing, released “The State of B2B Marketing Budgets 2022,” which revealed insights into how marketers are responding to economic headwinds. The research was conducted with Demand Metric, a global research and advisory firm.
The report found that nearly 60% of B2B marketers reported that their current budgets are being cut or staying flat, and two-thirds of marketers are expected to accomplish the same or more with fewer resources. Despite those challenges, 80% of B2B marketers surveyed reported having a neutral to optimistic outlook for 2023.
“The State of Marketing Budgets” found that the top driving forces behind marketing budget shifts were from inflation and economic recession. Only 27% reported that ABM/ABX is a key part of their strategy and are instead focused on:
A buyer-driven and cross-channel strategy (54%);
An always-on approach (43%); and
Traditional demand gen (43%).
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