B2B marketer confidence jumped this year. But when researchers asked finance leaders the same questions, only 12% said marketing's financial impact holds up under pressure.
This week, Elena and Rob talk with Daniel Sills of NewtonX and Dagmara Szulce of the ANA about their new Confident B2B Marketer study. They unpack why marketer confidence is rising, and why finance and revenue leaders aren't yet convinced. The group breaks down the vocabulary gap driving that disconnect, and how confident marketers grew brand investment in a year when most companies cut back.
Topics covered: [03:00] Key findings from the Confident B2B Marketer study
[04:00] What's driving marketer confidence up this year
[09:00] The vocabulary gap between marketing and finance
[12:00] How confident marketers grew brand budgets under pressure
[18:00] Marketing to complex buying groups and AI search
[22:00] Using AI without losing your data foundation
[26:00] The one move to make before your next budget cycle
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