B2B leaders say economic climate is the top factor influencing marketing spend, whereas B2C leaders say corporate financial performance is the top factor influencing spend, according to recent research from The CMO Council and Zeta Global.
The report was based on data from a survey conducted in 1Q24 among nearly 200 CMO Council members in North America and Europe.
Senior B2B marketers say the factors most likely to influence their marketing planning and spend and economic climate (42% say so), corporate financial performance (41%), and customer demand and intention (39%).
Senior B2C marketers say the factors most likely to influence their marketing planning and spend are corporate financial performance (53%), customer demand and intention (42%), and economic climate (41% cite).
Senior B2B marketers say siloed ownership of data assets is the top challenge they face in getting organizational adoption of tools/platforms.
Senior B2C marketers say teaming up with different departments is the top challenge they face in getting organizational adoption of tools/platforms.
Senior marketing leaders say the investments most likely to create the most value and ROI are generative AI tools and customer data platforms.
About the research: The report was based on data from a survey conducted in 1Q24 among nearly 200 CMO Council members in North America and Europe.
