Summary
Forrester’s Marketing Survey, 2022 shows that B2B marketing decision-makers at manufacturing, financial services, and insurance industries globally are split equally between new buyers (19%) and productivity (19%) for their top growth strategy for the next 12 months. However, when putting a lens specifically on these industries in Germany, productivity is far ahead as the dominant growth strategy (56%). Compared to organizations of the same industries in France and the UK, none expressed a similar strong preference for productivity as their top growth strategy.
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