B2B Enterprise Marketing Budget Trends for 2025
What percentage of revenue are B2B enterprises devoting to marketing? What share of marketing budgets are going to personnel? How much are budgets expected to grow in the next year?
The 'Purpose Gap' Facing Many B2B Brands
Marketing Strategy — Tue., Sep. 15, 2020The Association of National Advertisers (ANA), Carol Cone On Purpose, and The Harris Poll recently conducted a survey of 259 B2B professionals with a job title of director or higher that revealed 86% believe it is important for a B2B business to have a clear purpose, yet only 24% have embedded a purpose into their business.
The biggest barrier to activating a purpose appears to be that it feels more like a PR exercise than an authentic commitment, with 56% of respondents agreeing with the statement. Moreover, 51% agree that purpose does not play a considerable role in their competitive set.
93% of respondents say their B2B brand is somewhere on the "purpose journey," with 42% in the early stages and 57% saying their brand is more focused on purpose than it was three years prior.
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The 'Purpose Gap' Facing Many B2B Brands
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