What B2B Marketing Teams That Outperform the Competition Do Differently

Research from The Marketing Practice has found that B2B marketing teams that outperform their competitors are more likely to have a common plan with Sales, creative brand activations, and increased budgets. The survey of 803 B2B marketers was divided into two groups: "leaders" and "the rest".

B2B marketers from the "leaders" group reported significantly more collaboration with Sales and 25% said their brand activation was "extremely creative". Additionally, 37% of them increased their marketing budget to gain market share.

These findings suggest that collaboration between B2B Marketing and Sales, along with creative brand activations and increased budget, are key to outperforming competition.