B2B marketers hit by pandemic budget cuts, survey finds

Research by Squaredot has found most marketers do not feel they have enough resources, despite businesses relying more on marketing departments since Covid-19

6th June, 2021
B2B marketers hit by pandemic budget cuts, survey finds
Ian Blake, chief executive of Squaredot: ‘Building a brand is one of the biggest levers marketers have and it will have the most impact.’ Picture: Fergal Phillips

Almost two-thirds of Irish business-to-business (B2B) marketers do not feel they have sufficient internal resources to do their jobs, a new survey on the industry revealed.

The research by Squaredot, the B2B marketing agency, found that 41 per cent of respondents had experienced marketing budget cuts during the Covid-19 pandemic, while 40 per cent experienced no change in budget.

Meanwhile, more than half of the respondents (52 per cent) said Covid-19 had increased their business’s...

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