Data Snapshot

B2B Marketers In Europe And Germany Pick Different Strategies To Generate Growth

May 4th, 2023
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Paul Ferron , Julia Swerdlow , Rachel Birrell

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.

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