MarketingProfs State of B2B Marketing Training 2022
- Updated on: 2022-12-15
- Read original article here
See the surprising results from our first-of-its-kind
B2B Marketers survey, The State of B2B Marketing
Training Report 2022. And learn what your
organization can do to stay ahead of the curve.
Download the report now
Only 1 in 5? YIKES!
And only 31% feel their team is very effective in their roles. A quarter don't think everyone on their team has a basic understanding of marketing. A third feel burned out. And two-thirds are seeking new job opportunities.
Double, triple, quadruple (!) yikes.
These are among the key findings of the inaugural MarketingProfs State of B2B Marketing Training Report.
Nearly 600 B2B marketers and marketing leaders shared how they feel about their roles... their teams... their training and education opportunities... their career goals... and more. (Maybe you were one of them?)
The results are inand they're pretty surprising (Ann Handley actually gasped).
B2B marketers feel very prepared for their future in marketing.
Feel their team is very effective in their roles
Don't think everyone on their team has a basic understanding of marketing
Feel burned out
believe it either.
Marketers are participating in training. But too often, it's not helping them improve business results.
70% of organizations report their teams participated in B2B marketing training. But only 30% say their current training is helping them meet their business goals.
Marketing teams aren't on the same page.
24% of B2B marketers report that not everyone on their team has a basic understanding of marketing. One third of B2B marketers report they don't have documented business goals.
Managers don't know what skills their team needs to learn.
Only 15% of managers report their training includes an assessment to see which skills their team needs to learn next. An additional 74% would like their training to include assessments. And 78% would like personalized recommendations on what training to take.
Very few organizations are proactive about B2B marketing training.
Most B2B organizations do not have a process to decide what training is needed; only 13% have a process in place. While this ad-hoc approach isn't ideal, it's even more problematic when 50% of non-managers say they are unsure if their organization has a budget for B2B training at all.
Marketers struggle with B2B training because it's too focused on theory.
The biggest frustration marketers have with B2B marketing training is its focus on theory. Half of marketers are frustrated because they want more B2B training focused squarely on execution: More than 70% of marketers want training to include real-world examples, templates, checklists, frameworks, and so on.
There's a gap between the type of training marketers are using and the type they actually want to use.
Self-paced online courses are used frequently for training; most marketers say self-paced training is effective for them. Yet companies are too often relying on virtual events for additional training, while marketers prefer workshops and in-person conferences.
Download the State of B2B Marketing Training Now to Discover:
Why the most common training method is one of the least effective learning tools (page 22)
How connected your team feels to one anotherand ways to build a common outlook (pages 30 & 41)
The top motivators driving marketers to attend training (and the huge difference your company culture makes to the success of your training) (pages 13 & 34)
Why marketers feel company training often misses the mark (page 20)
The slight shifts to the structure of your training that improves your results
and your long-term satisfaction (pages 17 & 23)
This information has never been compiled, analyzed, or published before now. It's 51 pages of insider information. And it's yours free at the button below.
Save it, read it, share it, send ittell everyone about it!
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The ability to monitor your team's training progress on your personal PRO Enterprise dashboard
Everyone rowing in the same direction with uniform, single-source training programs
Access to PRO-exclusive events and trainings each month to keep your team engaged and up-to-date
Real-time knowledge of trends, forecasts and best practices in B2B Marketing today
