--- title: Irish B2B marketing survey 2021 description: Irish B2B marketing survey 2021 | Discover all the latest B2B marketing trends, challenges and priorities B2B marketers are facing in Ireland image: https://www.squaredot.agency/hubfs/B2B%20Survey%202021/Irish-B2B-marketing-survey2021-min.gif --- [![Squaredot-logo-navy](https://www.squaredot.agency/hs-fs/hubfs/1.%20Squaredot%20Website%202020%20-%20Assets/Squaredot-logo-navy.png?width=92&height=65&name=Squaredot-logo-navy.png)](https://www.squaredot.agency/) - [Work](https://www.squaredot.agency/our-work) - [Who We Are](https://www.squaredot.agency/who-we-are) - [What We Do](https://www.squaredot.agency/what-we-do) - [Resources](https://www.squaredot.agency/resources) - [Contact Us](https://www.squaredot.agency/contact-us) MENU - [Work](https://www.squaredot.agency/our-work) - [Who we are](https://www.squaredot.agency/who-we-are) - What we do - [All services](https://www.squaredot.agency/what-we-do) - [B2B marketing strategy](https://www.squaredot.agency/what-we-do/b2b-marketing-strategy) - [Branding](https://www.squaredot.agency/what-we-do/b2b-branding) - [Web and digital](https://www.squaredot.agency/what-we-do/b2b-websites) - [Content](https://www.squaredot.agency/what-we-do/b2b-content-marketing) - [Campaigns](https://www.squaredot.agency/what-we-do/b2b-campaigns) - [Promotion](https://www.squaredot.agency/what-we-do/b2b-promotion) - Who we help - [Irish b2b tech](https://www.squaredot.agency/scaling-b2b-technology-business) - [Multinational b2b tech](https://www.squaredot.agency/multinational-b2b-tech) - [Resources](https://www.squaredot.agency/resources) - [Contact us](https://www.squaredot.agency/contact-us) More on B2B marketing [SHARE](https://www.squaredot.agency/) [BACK TO ALL INSIGHTS](https://www.squaredot.agency/resources) Squaredot ![sq-logo](https://www.squaredot.agency/hubfs/Squaredot_2020_Theme/Panel%20Labels/sqOpnLogo.svg) B2B Marketing Survey # 2021 state of the nation report is here! Strategy Branding Web & digital Campaigns ##### Download now > [For the 3rd year running](https://www.squaredot.agency/resources/topic/research#controls_blog), we are proud to present the Irish B2B marketing survey. Run in partnership with the [MII](https://mii.ie/), 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](https://www.squaredot.agency/irish-b2b-digital-marketing-survey-2020) 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: ### ![Irish-B2B-marketing-survey2021a](https://www.squaredot.agency/hs-fs/hubfs/Irish-B2B-marketing-survey2021a.gif?width=421&name=Irish-B2B-marketing-survey2021a.gif) 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? ###### Find out more > ### ![Irish-B2B-marketing-survey2021b](https://www.squaredot.agency/hs-fs/hubfs/Irish-B2B-marketing-survey2021b.gif?width=421&name=Irish-B2B-marketing-survey2021b.gif) 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? ###### Find out more > ### ![Irish-B2B-marketing-survey2021a](https://www.squaredot.agency/hs-fs/hubfs/Irish-B2B-marketing-survey2021c.gif?width=421&name=Irish-B2B-marketing-survey2021c.gif) 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? ###### Find out more > 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** ## More B2B marketing insights you might like [Article](https://www.squaredot.agency/resources/topic/article) ![How to avoid the post-acquisition value leak in MSP deals](https://www.squaredot.agency/hubfs/Blog/How%20to%20avoid%20the%20post-acquisition%20value%20leak%20in%20MSP%20deals.jpg) MSP marketing Strategy ### [How to avoid the post-acquisition value leak in MSP deals](https://www.squaredot.agency/resources/how-to-avoid-the-post-acquisition-value-leak-in-msp-deals) The MSP industry's natural inclination is to focus on technical integration. But here's the reality: your clients don't care about your internal systems. 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[Read full article](https://www.squaredot.agency/resources/the-msp-growth-secret-hidden-in-buffetts-advertising-playbook) [Article](https://www.squaredot.agency/resources/topic/article) ![How dullness impacts your MSP's growth blog](https://www.squaredot.agency/hubfs/cost%20of%20being%20boring-burning%20money.png) Strategy Positioning ### [How dullness impacts your MSP's growth](https://www.squaredot.agency/resources/dullness-impacts-your-msp) “*Dull is expensive commercially,”* says Adam Morgan, a seasoned advertising veteran and partner at Eatbigfish. Many MSPs appear indistinguishable from one another, so what is this lack of identity actually costing you? [Read full article](https://www.squaredot.agency/resources/dullness-impacts-your-msp) [Article](https://www.squaredot.agency/resources/topic/article) ![](https://www.squaredot.agency/hubfs/Sea%20of%20sameness.png) Positioning Branding ### [Standing out in a sea of sameness: unlocking growth for MSPs](https://www.squaredot.agency/resources/standing-out-in-a-sea-of-sameness-unlocking-growth-for-msps) Many MSPs find themselves caught in a frustrating cycle of uniformity. And the effort to differentiate from the competition can feel like an uphill battle. So how can you stand out in the sea of sameness? [Read full article](https://www.squaredot.agency/resources/standing-out-in-a-sea-of-sameness-unlocking-growth-for-msps) [Article](https://www.squaredot.agency/resources/topic/article) ![](https://www.squaredot.agency/hubfs/Strategy%20over%20tactics.png) Strategy MSP marketing ### [Why MSPs thrive with strategy over tactics](https://www.squaredot.agency/resources/why-msps-thrive-with-strategy-over-tactics) Why MSPs thrive with strategy over tactics.  Let's delve into why MSPs should prioritize strategy over tactics, and the immense opportunities this shift can unlock. 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[Read full article](https://www.squaredot.agency/resources/the-ultimate-msp-marketing-strategy) [Article](https://www.squaredot.agency/resources/topic/article) ![What's left for humans after AI in B2B marketing?](https://www.squaredot.agency/hubfs/Blog%20Images/Whats%20left%20for%20humans%20after%20AI%20in%20B2B%20marketing-min.jpg) Branding Strategy Campaigns ### [What's left for humans after AI in B2B marketing?](https://www.squaredot.agency/resources/whats-left-for-humans-after-ai-in-b2b-marketing) Are B2B marketers really going to lose their jobs with the emergence of AI? We can't help but ask if all that remains for us humans in the marketing world are mundane tasks and crunching numbers. Read on to find out how exactly you can compete with automation’s increasing presence. [Read full article](https://www.squaredot.agency/resources/whats-left-for-humans-after-ai-in-b2b-marketing) ### Can't get enough? 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