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The Impact of COVID-19 in B2B Marketing

The document examines the impact of COVID-19 on B2B marketing in Q2 2020, revealing that marketing budgets are shrinking while demand for digital channels is increasing, with 27% of leaders planning to boost digital spending. Many marketing leaders express dissatisfaction with team management and visibility, noting that only 12% are extremely happy with their team's performance. Additionally, 58% of leaders are focusing on upskilling their teams during the pandemic amidst challenges of project management and execution.

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PRESENTS T H E I M PA C T O F in B2B Marketing COVID-19 In Q2 2020, we asked marketing leaders at mid-sized B2B companies in the USA about how the COVID-19 pandemic has impacted their plans for the year. Here’s what we found. Marketing budgets are shrinking. 27% of leaders plan to increase their digital spending. Demand for digital channels is growing. 42% of leaders report their team is being reactive, not proactive. Marketing teams are struggling to plan ahead. Only 12% of leaders are extremely happy with how their team is managing work. Very few leaders are happy with their team’s ability to manage work. Only 28% of leaders report that senior leaders believe their department is a profit center. Marketing leaders are having a hard time connecting activities to revenue. Working from home has little impact on productivity. 54% of leaders have minimal or no visibility into what their team is working on Marketing leaders lack visibility into their marketing team’s projects The biggest dislikes about the project management tools in use are: Project management tools are not meeting the needs of marketing leaders. 65% of leaders have frozen or decreased their budget. 42% 12% 28% 54% 57% 16% 27% 65% We get more done from home We get less done from home Has no impact from home Need to update individual tasks one at-a-time Lack of visibility across all projects Poor user experience (UX) and design Low user adoption Overly complex (too many features and functions for what we need) Difficult to train and on-board new staff Revenue Profit 28% 58% of leaders plan to upskill their team during the pandemic. Marketing leaders are investing in training. 58% Demand Metric helps marketing leaders solve five critical problems. Click here to learn how! Lack of visibility across all projects Too many meetings and email strings Team dislikes project management tool Inconsistent execution of projects Feeling disorganized and reactive