New FINITE research reveals how a volatile economic climate is impacting marketing budgets in B2B tech & SaaS organisations in 2022
Our new research finds one third of B2B tech and SaaS companies have reduced their marketing budgets in response to the changing economic climate in 2022.
We surveyed members of our FINITE community to learn how an uncertain economy is impacting B2B tech and SaaS marketing budgets, and how these budgets might be affected in the next 3 to 6 months.
The report represents a variety of company sizes, from small to large enterprises, as well as various sectors including data and analytics, MarTech, FinTech, HRTech, EdTech and manufacturing.
As well as retrospective findings, the report aims to foresee how B2B tech marketing budgets will be affected in the coming months: 35% of B2B tech marketers have discussed the reduction of marketing budgets in the next 3 to 6 months.
One respondent mentioned how tech businesses are now trying to stay afloat, rather than grow: “Getting funds for new initiatives is getting harder and harder to achieve even with estimated ROI calculated. Businesses are assessing the risk and are trying to hold onto the cash to avoid going under.”
Others claimed, “redundancies have also been part of the response to the climate,” and “budgets are being cut to maintain profit at a time when your competitive advantage has shrunk.”