B2B marketing leaders in Australia expect to be working with bigger budgets over the next year, according to LinkedIn’s The B2B Marketing Benchmark study.
Two-thirds (64%) of the 150 Australian marketing and finance leaders surveyed expect marketing budgets to grow.
Many are also looking to invest in new technologies with three-quarters (75%) planning to increase the use of generative AI to create more content in less time (61%) and improve efficiency (53%).
Brand compared to demand is a priority, with three in five (57%) saying that it’s their most significant for the coming year.
However, Half (53%) say brand building has been elevated in importance by the C-suite as companies look to win share in the current climate.
Becoming financially fluent has been key to this with CMOs saying they have learnt the language of finance (83%) and strengthened their skills to prove the value of brand marketing to their CEO and CFO (89%).
The marketers have the support of the business. More than half (57%) CMOs from B2B organisations in Australia feel confident in marketing’s ability to drive revenue in the year ahead.
From LinkedIn’s The B2B Marketing Benchmark study:
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