Marketers Are Tightening Their Belts | ANA

Marketers Are Tightening Their Belts

B2B marketers move more of their work in-house and bolster lead-gen amid budget cutbacks

B2B marketers were betting that the economic impact of the pandemic would be short-lived. It hasn't turned out that way, and now they're facing major budget cuts. With fewer dollars to demonstrate returns, marketers are turning to pure-play channels — encompassing paid, earned, and owned media — and moving more of their work in-house. Lead-gen programs are also taking precedence over branding efforts.