To succeed in today’s complex and ever-changing environment, B2B marketing leaders need to find a balance between sticking to their business priorities and pivoting their strategies to address the current climate.

Context 

Marketers are facing a looming recession, rising inflation, changes in business and purchasing behaviours, as well as budget cuts and new regulations, writes Benedict Buckland, the chief creative officer of alan. 

In a survey of B2B companies, alan found that only 25% used data weekly to understand customer needs, while 9% admitted they never use data at all. The research also showed that 56% of businesses believe a...