Last Autumn we conducted a survey with global research and advisory firm Demand Metric to understand how B2B marketers were planning for 2023 amidst looming economic uncertainty. The report found that nearly 60% of B2B marketers report current budgets for marketing plans are being cut or staying flat and two-thirds of marketers are expected to accomplish the same or more with fewer resources. However, despite marketing budget challenges, over 80% of B2B marketers surveyed report having a neutral to optimistic outlook for 2023.
Fast forward six months later to Q1 2023 and recessionary signals have only further deepened. Today’s B2B marketers have experienced a veritable maelstrom of challenges that have affected their priorities, performance, and outlook, including the constant risk of economic recession, inflation of 10%, rising interest rates, bank failures, layoffs, and the cost of living crisis. Sounds dreary huh?
Well, we wanted to understand whether the headwinds that buffeted marketing last year eased or persisted. The answer? It’s both.
We found that marketers are still facing the challenges of “defending the spend” but now, they’re also dealing with burnout. On a positive note, despite the burnout and current stresses marketers are experiencing, 72% of study participants expect to meet or exceed their goals for 2023. And 84% of marketers have a neutral to optimistic outlook for the remainder of 2023. Which is encouraging to hear.
Check out a recap of the key findings in our infographic below:
To learn more about the state of marketing spend and budgets, read the full report here.
Continue Building Predictable Pipeline
Budget pressure doesn’t have to slow growth. Discover how Pipeline360 helps B2B marketers generate qualified demand through content syndication, integrated media, display advertising, and account-based marketing so every marketing dollar works harder.
FAQ
What does the 2023 B2B marketing budget survey reveal?
The survey found that many B2B marketers experienced flat or reduced budgets while still being expected to achieve equal or greater pipeline and revenue goals.
Why are B2B marketing budgets under pressure?
Economic uncertainty, inflation, higher operating costs, and increased pressure to demonstrate ROI have forced organizations to optimize marketing spend.
How can marketers generate more pipeline with smaller budgets?
Marketers can improve efficiency by prioritizing targeted demand generation, content syndication, account-based marketing, and integrated campaigns that focus on high-value buyers.
What marketing channels provide better ROI during budget constraints?
Content syndication, digital display advertising, account-based marketing, and cross-channel demand generation help maximize marketing efficiency while supporting long-term pipeline growth.
Why is measuring marketing ROI more important than ever?
When budgets tighten, organizations need clear attribution and performance metrics to justify marketing investments and optimize future spending.
How does pipeline growth help defend marketing budgets?
Demonstrating measurable pipeline contribution allows marketing teams to prove business impact, making it easier to secure future investment.
How should marketers adjust strategy during economic uncertainty?
Rather than reducing marketing activity, organizations should focus on targeted campaigns, stronger buyer engagement, better attribution, and integrated marketing programs that improve efficiency.