B2B Marketers Face Increasing Pressure to Prove Their Worth

Marketers need much better quality control when it comes to tracking their investments

By Chris Warren

A recent study coproduced by Chief Marketer and One Trust presents a bit of dichotomy for B2B firms: Although marketers are being tasked with taming their budgets, nearly 80 percent of the study's respondents said their budgets were either increasing or staying the same this year.