When looking to grow, B2B marketers can select from a range of strategies. Our data reveals that European B2B marketing decision-makers focus on targeting their existing customers to generate revenue through engagement and loyalty; an exception is Germany, where B2B marketers focus on new markets and new offerings to a greater extent. Our data also shows a shift in tactics over the past year: In both Europe and Germany, the portfolio is becoming more balanced with less focus on risky new markets. However, German B2B marketers could still focus more on their existing customer base.