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RESEARCH NEWS: B2B marketers optimistic about 2013

Forty-two per cent of B2B marketers report improved confidence in business prospects over the next 12 months, as compared with 35 per cent of non-B2B marketers, according to new research from the Chartered Institute of Marketing (CIM).

The quarterly Marketing Confidence Monitor study included feedback from more than 1300 UK-based marketing professionals, and suggested those working in B2B are generally more confident about the next year than their B2C contemporaries.

Anne Godfrey, chief executive of CIM, said, "It's encouraging to see that, despite the challenging business environment, marketers are generally upbeat in their assessment of business performance and prospects.

“Investment - whether through marketing budgets or headcount - is stable or growing for most businesses, particularly reassuring given the short-term concerns surrounding consumer confidence and UK economic performance.”