I recently posted an analysis of a question to the B2B Marketing LinkedIn group.

“Can you use ONE WORD to describe the biggest challenge facing B2B marketing today?”

At the time 162 people had replied.  Just two weeks on that’s risen to 246.  The original analysis can be found here, but given this volume of response I thought it time to provide a brief update on the key metrics.

Whilst great diversity of response remains – more than 140 separate words are used – the picture is now clearer with five challenges breaking away from the pack:

  1. Budget/ROI
  2. Content
  3. Relevance
  4. Data
  5. Differentiation

Of course, there’s a lot of important chatter around this as can be seen in the word cloud below:

Top B2B marketing challenges word cloud

With the pace set to date, I’m off to oil my word cloud machine before the next wave of responses.

Find out more about how Circle Research’s B2B research services can help you overcome these challenges.

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2 thoughts on “Top B2B marketing challenges – an update

  1. Richard Bush says:

    Nice post Andrew, you beat me too it!

  2. Bob Leonard says:


    A smart survey – simple and meaningful, relevant and useful.



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About Andrew

Andrew has specialised in B2B research for over a decade and co-founded Circle Research in 2006. He is a columnist for B2B Marketing Magazine, a regular contributor to Research Live and frequent speaker at leading events such as the B2B Leaders Forum, Customer Experience Live and the Social Media World Forum. Andrew is a Chartered Member of the MRS, teaches the MRS B2B research course and holds an MA in Psychology from Aberdeen University alongside an MSc in Marketing from Strathclyde University.

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