Most B2B marketers have ‘greater strategic role’ in business versus last year

Are B2B marketers being given the credit they deserve for their strategic contribution?

According to Marketing Week’s 2025 State of B2B Marketing research, over half (58.2%) of the 450 marketers surveyed have seen marketing assume a greater strategic role over the past year.

A further 51.9% claim marketing is more influential within their business than it was 12 months ago, while more than two-fifths (46.4%) say the function is better appreciated.

Marketers working within SMEs (250 employees and under) are more likely (61.2%) than their counterparts in larger firms (55%) to have a greater strategic role compared to 12 months ago. 

Half (50.7%) of those working in SMEs also claim marketing is better appreciated than it was 12 months ago, an opinion shared by just over two-fifths (41.5%) of their peers in large organisations.

More than half (54.4%) of respondents in smaller businesses also feel marketing has grown in influence over the past year. Some 49.1% of marketers working in large B2B corporates agree.

Over half of B2B brands ‘fail to understand’ marketing’s potential beyond lead gen

That said, the picture is not universally rosy. Despite being given credit for making a strategic contribution, more than two-fifths (42.3%) of respondents admit marketing is seen as less of a priority from an investment perspective than a year ago.

Cutting the data by size of business, a similar number of respondents working within SMEs (41.5%) and large firms (43.3%) claim marketing is less of a priority for investment within their business.

Returning to the total sample, just under a third (32.2%) say marketing is not given as much respect as a means to drive growth compared to last year – an opinion shared by 33.9% of respondents in large organisations and 31.1% in smaller firms.

This mentality is having an impact on budgets. Two-fifths (40.2%) of the State of B2B Marketing respondents report finding it difficult to secure investment. Marketers in large organisations (51.7%) are far more likely than their SME peers (30%) to struggle to secure the budget they need.

Seeing the value

Despite the challenges around investment, over half (52.2%) of the sample say marketing is in a stronger position within their company than it was a year ago, compared to just under a third (32.2%) who disagree.

SME marketers (58%) are more likely to say marketing is in a stronger position this year than their peers in larger B2B businesses (46.2%).

When asked why marketing is in a strengthened position, the free text points to increased headcount and better structures. For some, marketing teams are growing due to their strategic focus, while others claim senior leadership – including the board – are proving more receptive to proposals for investment.

The sample talk about a “heightened focus” on paid and organic content helping marketing cement its position. Others report their team is “slowly” being recognised for its impact and now only a few individuals in the business don’t understand the full value of marketing beyond lead gen.

For those who say marketing is in a weakened position, they point to a belief among others in the business that they ‘know’ how to do marketing. Others talk about the influence of marketing being “completely stripped down” just to promotion.

One respondent admits to always feeling like their role is “tenuous” as the managing director only hired them “under pressure” from the rest of the business. Other respondents note investment being diverted elsewhere and different departments taking precedence over marketing.

We will continue reporting from Marketing Week’s State of B2B Marketing survey in the coming weeks. To read all the coverage so far click here.