The State of B2B Marketing Budgets Research Report

Overview

Marketers faced some significant headwinds in 2022. Anecdotal evidence suggests many marketing budgets have been frozen or even cut, but goals and growth expectations have not.

Integrate and Demand Metric partnered to explore the current state of B2B marketing budgets, hiring, and resource allocations. The study gathered data about projections for meeting expectations in 2022 and optimism in the marketing community about 2023.

The data from this study will help the broader marketing community position budgets and resources in the future.

This report shares insights from over 500 B2B Marketers from the United States and the United Kingdom.

Key Finding #1

A majority of marketers report budgets were cut or stayed flat in 2022 compared to 2021.

Key Finding #2

Despite economic headwinds, the performance bar for most marketers hasn’t lowered.

Key Finding #3

Most marketing teams have the same or lower staffing levels in 2022 compared to 2021.

Key Finding #4

Inflation is the top driving force behind marketing budget changes.

Key Finding #5

Buyer-driven, cross-channel campaigns are the top strategic marketing approach.

The economic headwinds buffeting businesses as 2022 drew close and showed no signs of abating quickly. Marketers must expect to do what they are often called to do: more with less. This study indicates that opportunities exist for marketers to be more efficient in ways ranging from their strategies to their martech stacks.

Read the full report to understand what steps are recommended to help marketers position themselves to survive and excel in 2023.