B2B marketing is evolving fast. Expectations are rising, resources aren’t always keeping pace, and AI is reshaping how teams work. For many marketing leaders, this creates pressure—but it also creates opportunity.
To better understand how teams are navigating this moment, we surveyed over 100 B2B professionals across industries and company sizes. Their insights offer a candid look at the challenges—and the strategies—that are defining marketing today.
What we learned
Three forces are shaping the B2B marketing landscape:
- Leadership expectations vs. available resources
- The ongoing challenge of proving ROI
- The rapid arrival of AI
Each theme comes with its own challenges, but also new ways forward. The full report unpacks the data and highlights best practices B2B leaders are using to adapt and grow.
Why it matters now
The reality is clear: marketing has more influence than ever on business growth. The key is aligning strategy with leadership priorities, focusing on ROI, and finding the right balance between human expertise and new technology.
That’s why we created Marketing Under Pressure—to give B2B marketers practical insights and a clear path forward.