B2B Entrepreneurs’ Pipelines & Budgets: Covid’s Influence

Most B2B marketers say the COVID-19 pandemic caused a decrease in the marketing-created pipeline of leads, and most also say the pandemic caused a decrease in their marketing budget, according to recent research by Demand Spring.

The report is based on data from a survey conducted among 72 B2B marketers in North America in late 2020.

Around 30% of B2B marketers say the pandemic has reduced their marketing-created pipeline by less than 20%, and 28% of B2B marketers say the pandemic has reduced their pipeline by more than 20%.

Just over one in five (21%) B2B marketers say their marketing-built pipeline has increased due to the pandemic, and the same proportion say nothing has changed.

Effects of COVID-19 on Marketing Budgets

About 55% of B2B marketers say the pandemic cut their marketing budget, 18% say it increased their budget, and 27% say nothing has changed.

The impact of COVID-19 on live events

78% of B2B marketers say they replaced live events with webinars during the pandemic, and 68% say they replaced live events with virtual events.

About the research: The report is based on data from a survey conducted among 72 B2B marketers in North America in late 2020.

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