Most B2B Marketers Plan To Increase Engagement Program Budgets, But Campaign Approaches Vary

To capitalize on the untapped potential of their existing customer base via retention, cross-selling, and upselling, 66% of B2B marketing decision-makers globally plan to increase their budget for engagement programs in 2023. Approaches to engagement campaigns differ regionally: Only 56% of German B2B marketing decision-makers use customer journeys and maps to guide their customer and marketing strategy, versus 71% of their global peers. To optimize the customer experience and customer lifecycle as well as drive deep customer loyalty, B2B marketers at German organizations must catch up with their global peers and implement this methodology as standard.