marketing remains optimistic despite major challenges

Nearly half of B2B marketing professionals struggle to make decisions and to measure performance using data. This is the greatest challenge that they face. It surpasses budget cuts and increased growth targets.

This is the main takeaway of a survey conducted by Integrate, a precision demand marketing platform. The survey included over 500 marketers from the U.S. The survey results show that B2B marketers continue to focus on the customer despite the economic challenges.

Other findings B2B marketing is striving to be resilient in the face economic pressures and burnout. The survey also revealed the following findings:

• Sixty-six percent of respondents reported feeling burned out by the current challenges.
• Nearly 70% of respondents were optimistic or very positive about the performance of their team compared to six months ago.
• Marketing to existing customers (cross sell/upsell, 57%) was the most popular strategy this year for optimizing growth.
• 35% of respondents cited technology to optimize for growth.
• In the U.S. the area that was expected to receive the most spending was marketing operations and technology.
• What is the most likely area to be cut? Field and event marketing.

Why Integrate is important. Integrate has a stake in data-driven B2B Marketing. This survey confirms previous research which found B2B marketers to be steadfastly optimistic despite the difficult economic times.

Here is an infographic that shows the results of our survey .

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