A 93x survey of B2B technology and SaaS marketers in the FINITE community found 64% of B2B tech marketing budgets have increased this year.
A majority of B2B tech marketers are looking to increase their use of marketing technology in 2022. At the same time, a marginal 2% is looking to cut back. With B2B tech marketing budgets increasing by significant margins this year, the demand for ROI attribution has also gone up.
Around 48% of marketers think attribution and tracking ROI will be their biggest challenge for 2022. Other big challenges identified included building a strong brand (32%) and achieving sales and marketing alignment (32%).
More than half of the surveyed marketers struggle to measure the impact of marketing on revenue, and most of them are actively working to address this. On a more positive note, over three-quarters feel that the support for marketing functions has increased at the board or senior leadership levels.
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