Anteriad’s “2024 B2B Marketing Outlook for Europe” Finds Connections Between Authenticity, Confidence, and Positive Performance
Rye Brook, NY (September 19, 2024) - Anteriad today announced the release of a report entitled The 2024 B2B Marketing Outlook for Europe, which provides insights into the priorities and performance of European B2B marketers as well as marketers in North America and APAC. European B2B marketers are riding high, with 42% expecting significant budget increases this year compared to 31% of all marketers and only 25% of US marketers who expect significant budget increases.
Anteriad found that European B2B marketers are particularly optimistic. The rise of AI is seen as a positive; 55% of European marketers say that it’s absolutely possible to strike a perfect balance to maintain brand authenticity while incorporating AI into their GTM strategies. Speaking of authenticity, 72% of European B2B marketers are “Authenticity Acrobats” rating authenticity as very important in their branding, higher than any other region. This group sees better outcomes than their European peers, have higher confidence and higher expectations of growth:
- 56% of European Authenticity Acrobats are extremely confident in their data strategy
- 56% of European Authenticity Acrobats expect a revenue increase in 2024.
39% of European B2B marketers are “Pipeline Powerhouses” expecting significant increases in lead pipeline growth this year, higher than any other region. This group is much more likely to be extremely confident in their ability to personalize marketing and an impressive 87% use lead scoring.
Despite confidence and positive growth, there are areas where other regions are ahead of European B2B marketers, who note that reaching the right audience is a major challenge and are less likely to use intent data for personalization than their North American and APAC counterparts. The good news is that despite the regulations that can limit targeting, European B2B marketers are just as focused on data quality, which they list as their top priority and their top challenge, the same across all regions.
“B2B marketers in Europe are enjoying a period of confidence and growth, especially those who prioritize authenticity in their messaging. With more and more of the business buying process moving online, having an authentic connection to prospects and customers is a critical component of success. We also see that European B2B marketers are focused on data quality to drive personalization and lead growth and finding ways to use AI to increase that all important connection to buyers,” said Peter Larkin, Chief Revenue Officer at Anteriad. “Anteriad is proud to have many of the largest European B2B marketers as customers and we work closely with them to provide top quality data and marketing solutions that drive those positive results.”
Read report here.
About Anteriad
Anteriad puts B2B marketers directly in front of their next customer and ahead of their competition. We are trusted by companies such as IBM, Microsoft, Forbes, SHRM, ezCater, and Lenovo to produce significant ROI multiples for their marketing. Anteriad delivers high-fidelity, privacy-compliant B2B buyer data, advanced analytics, comprehensive multichannel execution (full- and self-service), BDR and SDR-as-a-service in 26 languages, and expert advisory. The award-winning Anteriad Marketing Cloud platform monitors over 500 billion buyer-related signals each month to provide highly rated intent data and power demand and performance programs across channels. Start creating your future today – discover how at https://anteriad.com/.
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