20% of B2B marketers don’t feel ready for the future of marketing

The State of B2B Marketing Training Report 2022 finds that only one in five B2B marketers feel “very well prepared” for their future in marketing. More info on the subject with BtoB Leaders.

Unconfident B2B marketers…

Only 31% of B2B marketers rate their team as “very effective” in their assigned role. A quarter of respondents believe that not everyone on their team has a basic understanding of marketing. A third feel exhausted. And two-thirds are looking for new job opportunities. These are some of the key findings from MarketingProfs’ inaugural report on the state of B2B marketing education.

Nearly 600 B2B marketers and marketers shared their feelings about their roles, teams, training and upskilling opportunities, career goals and more. MarketingProfs just released the results of their survey, and they are quite surprising…

The State of B2B Marketing Training Report 2022 : les conclusions

• Marketers attend training, but too often it doesn’t help them improve business results. Thus, 70% of companies declare that their teams have participated in B2B marketing training. In contrast, only 30% say their current training helps them achieve their business goals.
• Marketing teams are not on the same page: 24% of B2B marketers say that not everyone on their team has a basic understanding of marketing. A third of B2B marketers say they don’t have documented business goals.
• Managers fail to determine the key skills their teams need. Only 15% of managers say their training includes an assessment to determine the skills their team needs to learn to perform. Also, 74% of them would like their training to include extensive evaluations. Finally, 78% would like personalized recommendations on the training courses to follow.
• Very few companies are proactive about B2B marketing training. In fact, only 13% of the organizations surveyed have a formalized process for deciding on the training needed. Finally, 50% of non-executive employees do not know if their company has a budget for B2B training.

–