European B2B marketing is conquering challenges as businesses navigate fluctuating economic climates, process inefficiencies, data management challenges, and recruitment difficulties. Forrester’s Marketing Survey 2024 delves deep into how France, Germany, Italy, Spain, and the UK each present unique markets with distinct regional needs. The insights reveal that: 

  • Investment enthusiasm is shifting across boarders but tech matters to all. Despite a universal intent among European nations to bolster marketing budgets this year, the degree of eagerness varies. UK B2B marketers lead the charge with an 82% inclination toward increasing their marketing spend by over 10%, while their Spanish counterparts exhibit more restraint at 61%. Midway, France, Germany, and Italy display a balanced approach. Furthermore, the 2024 forecast positions technology as the top investment focus across all surveyed countries. This marks a significant pivot from 2023 where personnel and program spending were also included as a top investment area. 
  • Challenges in achieving marketing objectives are country-specific. Each nation grapples with distinct obstacles on their path to marketing success. Germany battles with poor data quality and data accessibility issues; Italy faces hurdles in marketing talent recruitment; Spain contends with a skills gap among employees; and the UK is adjusting to a changing economic landscape. France stands out with a three-way tie among its top challenges: 1) expanding into new geographies or languages; 2) aligning on business goals; and 3) improving data accessibility. 
  • Regional growth requires country-specific strategies. Because European B2B marketers identify a range of priorities, it’s critical they find the optimal “sweet spot” because trying to achieve this with limited resources is usually an ineffective strategy.  In the UK, one-third of B2B marketing decision-makers prioritize employee experience, enablement, and engagement. In Spain, one-third highlight the need to improve brand equity. In Italy, one-third say supporting new sales models and routes to market is a priority for their marketing strategy over the next 12 months. By honing in on a select few growth strategies that align with regional maturity and conditions, B2B marketers can more effectively drive regional growth. 

To gain a comprehensive understanding of the growth strategies, priorities, and challenges specific to your country, explore the full report: European B2B Marketers Prioritize Efficiency, Customer Focus, And Innovation. 

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