B2B marketers in the US and UK are experiencing divergent trends in staffing and budgets.
Staffing Articles
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Marketers Look to Improve Their Content Personalization Efforts
Most marketers and creatives in the Tech and Consumer Goods industries will be maintaining or increasing their content spend.
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Marketers Are Concerned About the Impact of AI Chatbots on Content Discovery
A majority also believe that AI-generated content will be penalized by search engines and show up lower in search results.
Spending on Data Analytics to Rise as Marketers Report Benefits in Key Use Cases
Almost 8 in 10 marketers say that their targeting and segmentation performance and efficiency have significantly improved as a result of analytics use.
Here Are Marketing Technology Professionals’ Top Job Responsibilities
Martech orchestrators are identified as the path to a “fast-track career in marketing.”
Marketing Has Taken on More Responsibilities Since the Pandemic
Compared to early 2020, more CMOs are reporting marketing has primary responsibility in 19 of 25 activities measured.
European B2B Marketers More Digitally Mature in Strategy and Data Than Tech Use
Fewer than 4 in 10 report having a marketing automation system.
CMOs Report Falling Marketing Budgets
Some who had previously not felt an impact on their budgets from inflation are now reporting a negative one.
B2B CMOs Make Meaningful Shifts in Priorities
The focus has shifted from innovation and integration to growth and the customer experience.
Marketers Plan Updates to Their Data Strategies
Almost 6 in 10 will add new software and tools, and a similar portion will update their data infrastructure.
Trust Still Relies on Reliability and Transparency
There’s skepticism about business leaders’ ethics, but they’re still encouraged to speak out about societal issues.
High-Growth Professional Services Firms Use Their Marketing Teams in a Wider Variety of Functions
High-growth firms’ marketing teams are heavily involved in implementing strategies for growth and profitability.
4 in 10 US Consumers Want Better Pricing in Exchange for Their Loyalty
The top reason why shoppers have switched away from a brand they used to be loyal to is because of cost considerations.
CMOs’ Budget Outlook Appears to Have Rebounded from Earlier This Year
CMOs are more likely to be reporting revenue increases and to be expecting budget growth.
The Availability of New Content Isn’t That Important to Free TV Streaming Service Users
Most agree that being able to watch for free makes up for the lack of newer content.
European B2B Marketers More Digitally Mature in Strategy and Data Than Tech Use
Fewer than 4 in 10 report having a marketing automation system.
CMOs Report Falling Marketing Budgets
Some who had previously not felt an impact on their budgets from inflation are now reporting a negative one.
B2B CMOs Make Meaningful Shifts in Priorities
The focus has shifted from innovation and integration to growth and the customer experience.