In April of 2020, we asked marketing leaders at mid-sized B2B companies in the USA about how the COVID-19 pandemic has impacted their plans for the year. Here’s what we found.

1. PRESENTS
T H E I M PA C T O F
in B2B Marketing
COVID-19
In April of 2020, we asked
marketing leaders at mid-sized
B2B companies in the USA about
how the COVID-19 pandemic has
impacted their plans for the year.
Here’s what we found.
Marketing budgets
are shrinking.
27% of leaders plan to increase
their digital spending.
Demand for digital
channels is growing.
42% of leaders
report their team
is being reactive,
not proactive.
Marketing teams are
struggling to plan ahead.
Only 12% of leaders
are extremely happy
with how their team is
managing work.
Very few leaders are happy
with their team’s ability to
manage work.
Only 28% of leaders
report that senior
leaders believe
their department is
a profit center.
Marketing leaders are having
a hard time connecting
activities to revenue.
Working from home has
little impact on productivity.
54% of leaders have
minimal or no visibility
into what their team is
working on
Marketing leaders lack
visibility into their
marketing team’s projects
The biggest dislikes about the project
management tools in use are:
Project management tools
are not meeting the needs
of marketing leaders.
65% of leaders have frozen or
decreased their budget.
42%
12%
28%
54%
57%
16%
27%
65%
We get more
done from home
We get less
done from home
Has no impact
from home
Need to update individual tasks one at-a-time
Lack of visibility across all projects
Poor user experience (UX) and design
Low user adoption
Overly complex (too many features and functions for what we need)
Difficult to train and on-board new staff
Revenue
Profit
28%
channels is growing.
58% of leaders plan to upskill
their team during the pandemic.
Marketing leaders are
investing in training.
during the pandemic.
58%
Only 12% of leaders
with their team’s ability to
no impact
working on
into what their team is
profit center
Demand Metric helps
marketing leaders solve
five critical problems.
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Lack of visibility across all projects
Too many meetings and email strings
Team dislikes project management tool
Inconsistent execution of projects
Feeling disorganized and reactive