B2B marketing teams that outperform their competitors are more likely to have a common plan with Sales, have creative brand activations, and boost budgets in the face of economic pressures, according to recent research from The Marketing Practice.

The report was based on data from a survey of 803 B2B marketers. The researchers segmented the respondents into two groups: "leaders" (those who self-identified that their firm had outperformed the competition over the past two years) and "the rest."

B2B marketers among the leaders group are significantly more likely to say their team has a common plan with Sales and that there is strong collaboration with Sales. B2B marketing leaders' relationship with the sales team

Some 25% of marketers in the leaders group say their brand activation is "extremely creative," compared with only 8% of the rest.

How creative B2B marketing leaders' brand activation is

Some 37% of marketers in the leaders group say their firm has increased its marketing budget because it believes this is a good time to win market share, compared with 23% of the rest.

Whether B2B marketing leaders have increased their budget

About the research: The report was based on data from a survey of 803 B2B marketers.

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What B2B Marketing Teams That Outperform the Competition Do Differently

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji