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B2B Advertising and marketing Instructions: [Research Round-Up] B2B Highlights from “The CMO Survey”


Supply:  “The CMO Survey” (Christine Moorman, 2022)

(This month’s Analysis Spherical-Up is devoted fully to the September 2022 version of “The CMO Survey.” This analysis has been carried out semi-annually since 2008, and it persistently supplies a wealth of beneficial details about advertising traits, spending and practices.)

The findings of the newest version of “The CMO Survey” had been launched earlier this month. “The CMO Survey” is directed by Dr. Christine Moorman and is sponsored by Deloitte LLP, Duke College’s Fuqua College of Enterprise and the American Advertising and marketing Affiliation.

The September 2022 survey outcomes are based mostly on responses from 273 senior advertising leaders at for-profit firms based mostly in the US. Over two-thirds (68.4%) of the respondents had been affiliated with B2B firms, and 95.6% had been VP-level or above. The survey was within the area from July 12 – August 4, 2022.

Dr. Moorman and her colleagues usually produce three reviews for every version of the survey.

  • “Highlights and Insights Report” – This can be a comparatively transient and graphically-rich report that gives principally total survey outcomes, together with an evaluation of these outcomes and main advertising traits.
  • “Topline Report” – This report supplies response knowledge on the mixture degree for all survey questions.
  • “Agency and Business Breakout Report” – This report supplies response knowledge by 4 major business sectors (B2B product firms, B2B companies firms, B2C product firms and B2C companies firms), firm measurement, and quantity of web gross sales. This report is sort of prolonged, however it supplies probably the most detailed view of the survey knowledge.

On this publish, I will be discussing the responses of B2B entrepreneurs completely, until in any other case indicated. The chances and different numerical values on this publish are the imply of relevant survey responses, additionally until in any other case indicated.

Declining Financial Optimism

For the previous a number of years, “The CMO Survey” has requested individuals about their degree of optimism relating to the general financial atmosphere. When the September survey was within the area, two financial points had been top-of-mind for many enterprise and advertising leaders.

Inflation had been rising for a number of months and had reached a four-decade excessive within the spring of this yr. To fight this inflation, the U.S. Federal Reserve had begun tightening financial coverage and had signaled that financial coverage would in all probability must be restrictive for an prolonged time period. Consequently, fears that the U.S. economic system is heading for a recession had elevated considerably.

Beneath these circumstances, it should not be stunning that B2B entrepreneurs have turn out to be much less optimistic concerning the state of the economic system. The survey requested individuals to fee their degree of optimism relating to the general U.S. economic system on a 100-point scale, with “0” being least optimistic and “100” being most optimistic. The next chart reveals how B2B entrepreneurs rated their optimism within the 5 surveys carried out since June 2020.

As this chart reveals, B2B marketer optimism reached a post-pandemic excessive within the August 2021 survey and has been slowly declining since.

The September survey additionally requested individuals in the event that they had been roughly optimistic concerning the total U.S. economic system in comparison with the earlier quarter. The next desk reveals how B2B entrepreneurs responded.

Within the February 2022 survey, solely 41.0% of respondents from B2B product firms, and 39.1% of these with B2B companies firms stated they had been much less optimistic concerning the U.S. economic system in comparison with the earlier quarter.

Advertising and marketing Spending Expectations

Maybe due to their decrease expectations relating to the efficiency of the economic system, B2B entrepreneurs responding to “The CMO Survey” usually anticipate the expansion of their advertising spending to sluggish or be flat within the coming yr, though the survey revealed a notable distinction between the views of entrepreneurs at B2B product firms and people at B2B companies firms.

The survey requested individuals by what p.c their advertising spending had modified within the prior 12 months and by what p.c they anticipated their spending to alter within the subsequent 12 months (relative to the prior 12 months). The next desk reveals how the B2B survey respondents answered these questions.

Because the desk reveals, entrepreneurs at B2B product firms anticipate the expansion of their advertising spending to sluggish considerably over the approaching yr (in comparison with the earlier 12 months), whereas entrepreneurs at B2B companies firms anticipate their spending to proceed rising at about the identical fee.

Modifications in client spending patterns could partially clarify these differing development expectations. Throughout the early a part of the pandemic, public well being measures induced client demand for a lot of companies (journey, eating out, and so on.) to say no sharply. Many shoppers responded by growing their purchases of merchandise.

Because the impacts of COVID-19 started to wane, the pent-up demand for trip journey, consuming out and plenty of different companies was launched. Consequently, client spending on companies has elevated considerably over the previous yr or so, whereas spending on many sorts of merchandise has slowed.

These modifications in client spending patterns ultimately affect all the product/service worth chain and finally have an effect on the enterprise circumstances that B2B firms are going through.


In subsequent month’s Analysis Spherical-Up publish, I will focus on a number of the different main findings from the September version of “The CMO Survey.”


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