What is the scariest number in B2B marketing?
We used to think the scariest number was 8%, which is the percentage of the budget that B2B marketers invest in brand advertising. This is terrifyingly low, given the fact that brand is the best way to influence the 95% of buyers who aren’t ready to buy today.
But we’ve got a new number in B2B that will send even more shivers down your spine. A number so horrific that it drops the jaws of every B2B CMO we meet.
That number is… 16%.
This is the average ‘alignment’ between