Over half of B2B marketers say role are ‘becoming’more strategic.’

More than half of B2B marketers (62%) say their role has become more strategic over the last 12 months, according to new research by Marketing Week.

The exclusive State of B2B Marketing survey – new for 2024 – finds most of the 600 B2B marketers surveyed feel they have more influence and claim marketing is in a stronger position within their company than last year.

Those from small and medium-sized organisations (SMEs) – businesses with 250 employees and under – are more likely (66.2%) to report an increase in the strategic nature of their role than their peers in larger organisations (57.9%).

Similarly, B2B marketers feel their role has become more influential.