![Knuckle Down in 2024: Three Predictions for Tough B2B Marketers](https://i.b2bprofs.com/assets/images/articles/lg/240119-past-future-lg.jpg)
B2B vs. B2C Marketing Spend and Martech Adoption: Influencing Factors, Challenges, Value
B2B leaders say economic climate is the top factor influencing marketing spend, whereas B2C leaders say corporate financial performance is the top factor influencing spend, according to recent research from The CMO Council and Zeta Global.