Most B2B marketers say the COVID-19 pandemic caused a decrease in the marketing-created pipeline of leads, and most also say the pandemic caused a decrease in their marketing budget, according to recent research by Demand Spring.
The report is based on data from a survey conducted among 72 B2B marketers in North America in late 2020.
Around 30% of B2B marketers say the pandemic has reduced their marketing-created pipeline by less than 20%, and 28% of B2B marketers say the pandemic has reduced their pipeline by more than 20%.
Just over one in five (21%) B2B marketers say their marketing-built pipeline has increased due to the pandemic, and the same proportion say nothing has changed.
Effects of COVID-19 on Marketing Budgets
About 55% of B2B marketers say the pandemic cut their marketing budget, 18% say it increased their budget, and 27% say nothing has changed.
The impact of COVID-19 on live events
78% of B2B marketers say they replaced live events with webinars during the pandemic, and 68% say they replaced live events with virtual events.
About the research: The report is based on data from a survey conducted among 72 B2B marketers in North America in late 2020.
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