The Pandemic's Impact on B2B Marketers' Pipelines and Budgets

Based on research from Demand Spring, most B2B marketers reported a decrease in their marketing-created pipeline of leads and marketing budget due to the COVID-19 pandemic. 30% and 28% of B2B marketers said there was a decrease of less than or more than 20% in their pipeline, respectively. 21% said their pipeline had increased, and 27% said their budget had decreased.

78% of marketers replaced their live events with webinars and 68% replaced them with virtual events due to the pandemic. The survey was conducted among 72 North American B2B marketers in late 2020.

These findings demonstrate the significant impact the pandemic has had on B2B marketing. Adapting and developing strategies to minimize the effects of the pandemic is key to successfully operating in this new normal.