B2B leaders say economic climate is top factor influencing marketing spend, while B2C leaders say corporate financial performance is top factor influencing spend.
Report based on survey of nearly 200 CMO Council members in North America and Europe, with B2B marketers citing economic climate and B2C marketers citing corporate financial performance as top influences.
Senior B2B marketers list economic climate, corporate financial performance, and customer demand/ intention as top factors influencing marketing planning and spend. Senior B2C marketers list corporate financial performance, customer demand/ intention, and economic climate as top factors.
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B2B vs. B2C Marketing Spend and Martech Adoption: Influencing Factors, Challenges, Value
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