LinkedIn stated that the marketers face an uphill climb. It’s getting harder for them to demonstrate the impact of their campaigns on revenue, given the long, group-based nature of the B2B purchase cycle.
While 78% of marketing leaders believe that maintaining or increasing spend will enhance their companies’ recovery amidst economic uncertainty, it’s going to be a battle to justify their cost and income if they can’t map their efforts to results.
LinkedIn partnered with YouGov to survey C-level leaders and senior B2B marketers from across the globe and found that:
Over 78% believe companies that maintain or increase marketing spend during periods of uncertainty recover faster. Majority (90%) of marketers say improving CFO understanding of ROI is key to bolstering future budgets.
And the majority (77%) of CMOs globally feel under pressure to prove greater short-term ROI on their marketing campaigns.
According to the report, to stay top of mind, B2B marketers are keen to continue focusing on brand building, with more than two-thirds (67%) planning to maintain or increase spend in this area over the next six months.
To help marketers meet the moment with confidence, LinkedIn announces 7 new tools including newsletter SEO and Brand Safety Hub that will enable business people to continue to authentically reach their audiences and measure and map their work to business impact.
Image: LinkedIn