B2B Marketing Survey

2021 state of the nation report is here!

Web & digital
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For the 3rd year running, we are proud to present the Irish B2B marketing survey. Run in partnership with the MII, the survey aims to let you know what’s going on in Irish B2B marketing, and deliver up-to-date stats and trends from the crazy year we have just had. It includes year-on-year comparisons, insights, expert commentary and recommendations for the Irish B2B marketing community.

The feedback from last year's survey at its launch in the Dean Hotel was that you wanted to know more about what others were doing, and encourage the community to share ideas and insights. This year we hope we have achieved that, and more. Our aim is to help this community by conducting this survey and share the war stories and success stories of B2B marketers, so we can help each other deliver growth for our businesses. 

Last year every industry witnessed unprecedented upheaval and disruption on a global scale. All things considered, Irish B2B companies appeared to have coped well, with plenty prospering. So how have Irish B2B marketers fared? What were your priorities and challenges? How did Covid-19 affect your business? What happened to your budgets? What generated leads? We had lots of questions and kept an open mind until we reviewed the results. Three themes surfaced:

1. Are B2B marketers under strain?

Has COVID-19 tightened or loosened the purse strings? Is there enough internal resources to cope, is hiring talent a challenge, and are marketers having trouble proving ROI and getting C-suite buy-in?

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2. Who really gets their customers?

Are marketers doing enough persona research and customer mapping? What kinds of targeting and segmentation are proving fruitful? Where are the leads coming from?

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3. Are B2B brands doing enough to stand out from competition?

The importance of brand positioning is gaining traction but could marketers be doing more to stand out from the crowd? What kinds of campaigns are being run, for how long, and for what goal?

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The survey also explores long term versus short term objectives and the role (or lack thereof) of creativity, automation tools, tracking, and measurement. The numbers tell the full story, and the survey has all the charts, graphs and stats that count.

Bonus: Also included are the contributions from industry thought leaders and 5 key actionable recommendations.

Download 2021 report now >
“A big thank you to everyone who took the time to complete our survey. And special thanks to David MacHale (Senior Director, Brand Marketing Travelport), Trish Butler (CMO, Compliance & Risks), Colin Lewis (CMO, OpenJaw Technologies) and Ray Coppinger (Lead Demand Generation Manager, Slack EMEA). And to the MII for partnering with us for the 3rd year on this survey”
Ian Blake, MD and Founder, Squaredot

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