The new edition of the “Status of B2B Marketing” survey conducted by Intelligenzia, a pioneering agency in B2B Marketing – and SayU Consulting’s partner in the Evoke Network – shows that companies in the Business to Business (B2B) segment will have the capacity to invest in Marketing in 2024.
With regard to Marketing, Communication and Public Relations, Brazil, where the study is conducted, is, with all its specificities, often a pioneer and a benchmark. The trends seen in this market are often replicated given the innovation, efficiency and effectiveness of the strategies developed in this area by agencies and departments within companies.
Almost two-thirds of those surveyed – 61.5% – said that investment will be higher next year and of that number, 14% said that they would be investing more than 25% of their budget. But even with the increase in funds, more than half say they are not sure they will meet their marketing objectives in 2024.
Although investment increased last year, driven mainly by the return of face-to-face events, global economic uncertainties have generally made it more difficult to generate demand.
The research confirmed the trend towards more technical and specialized agencies, especially when it comes to B2B.
Press relations is the service most sought after by clients and the demand for agencies specializing in digital marketing, design, content production and performance continues.
Unlike 2022, when there was an increase in the number of companies with only one employee in the Marketing department (from 16% in 2021 to 31.4% in 2022), 2023 shows that hiring in this area is once again the focus of companies: almost 60% of organizations have more than three people dedicated to marketing.
At the same time, there has been an increase in internal teams. In 2021, 26.6% of companies had an internal team dedicated exclusively to marketing, a figure that increased to 35.4% in 2023.
This trend means a slight decrease in the outsourcing of these activities, but it highlights the decisive importance that marketing, communications and public relations agencies have in developing strategies and achieving clients’ business objectives, especially those without the capacity to effectively internalize this area, such as small and medium-sized enterprises (SMEs).