B2B Effectiveness Barometer 2020

10th July 2020

Each year, we run a survey with Marketing Week to understand what is driving effectiveness in B2B marketing. Our 2020 findings raise some fascinating debates about B2B marketing in a recession.

Exclusive benchmarking report

We asked 400 B2B marketers about topics such as balancing long- and short-term goals, differentiation and distinctiveness and taking a test-and-learn approach. The results highlighted the key traits of outstanding marketers as well as interesting trends when compared to the results of our 2019 research.

Download the full report


‘Inside B2B’ podcast series

Throughout 2020, in partnership with Marketing Week, we’re bringing together leading lights from B2B marketing to discuss the current and future impact of the covid-19 pandemic, the changing buying process, and the fascinating trends revealed in our B2B Effectiveness Barometer report.

Episode 1: How B2B brands are responding to ‘forced digital transformation’

Rhiannon Prothero, VP Marketing EMEA, ServiceNow
Colin Lewis, CMO, OpenJaw Technologies
David van Schaick, CMO, The Marketing Practice
Russell Parsons, Editor-in-chief, Marketing Week

Episode 2: What comes after Covid?

Antonia Wade, CMO, Capita

Philip Oldham, Marketing Director UKI, Lenovo

David van Schaick, CMO, The Marketing Practice

Russell Parsons, Editor-in-chief, Marketing Week


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