B2B marketers are participating in professional training, but too often it's not helping them improve business results. The State of B2B Marketing report surveyed 589 B2B marketers and found that 70% of them report their teams participate in marketing training, but only 30% say it is helping meet their business goals.
The biggest challenges with B2B marketing training are that it is too focused on theory and there is not enough time dedicated to it. Despite this, 19% of B2B marketers feel prepared for their future in marketing, and 31% say their team is effective in their roles. Additionally, 74% of managers would like their firm's training to include assessments, but only 15% of them do.
The types of training marketers use are often different than what helps them learn. Most B2B marketers want training to include real-world examples and templates/checklists/frameworks, yet most say their training does not include these. For more insights, download the full report.
The State of B2B Marketing Training
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