[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fresources\u002Fwhite-papers\u002Fuk-b2b-landscape":3},{"date":4,"date_gmt":4,"content":5,"categories":7,"industries":9,"coauthors":11,"class_list":15,"acf":24,"head_links":346,"breadcrumbs":347,"head":358},"2024-11-14T11:22:16",{"rendered":6},"\n\u003Cp>We have surveyed 200+ marketing professionals in the B2B sector to understand what the marketing landscape in the United Kingdom might look like for businesses over the next 12 months.\u003C\u002Fp>\n\n\n\n\u003Cp>This report shares our findings and allows you to benchmark your business and see how you compare to those of a similar size. Gain insights into:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The biggest business challenges B2B marketers are facing\u003C\u002Fli>\n\n\n\n\u003Cli>The marketing activities that are predicted to drive the most revenue\u003C\u002Fli>\n\n\n\n\u003Cli>The areas in which additional investments will be made\u003C\u002Fli>\n\n\n\n\u003Cli>How B2B marketers are measuring the success of their efforts\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"here-are-some-of-our-key-findings\">Here are some of our key findings:\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>74% of B2B marketers agree that having a clear marketing strategy will be the key to success\u003C\u002Fli>\n\n\n\n\u003Cli>95% of B2B marketers anticipate their business to grow in revenue in the next 12 months\u003C\u002Fli>\n\n\n\n\u003Cli>86% plan to invest more into creative assets for performance marketing channels\u003C\u002Fli>\n\n\n\n\u003Cli>84% plan to grow their internal marketing team in the next 12 months\u003C\u002Fli>\n\n\n\n\u003Cli>44% believe Paid Social Advertising will be one of the biggest online revenue drivers in the next 12 months\u003C\u002Fli>\n\n\n\n\u003Cli>59% of B2B Marketers struggle to target the right audience\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"who-did-we-survey\">Who did we survey?\u003C\u002Fh2>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"976\" height=\"474\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002Fuk-b2b-headcount-size.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-31054\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"974\" height=\"544\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002Fuk-b2b-role-in-business.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-31053\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"974\" height=\"544\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002Fuk-b2b-revenue-size.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-31052\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"974\" height=\"678\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002Fuk-b2b-industry-sectors.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-31051\"\u002F>\u003C\u002Ffigure>\n",[8],39,[10],13,[12,13,14],164,134,135,[16,17,18,19,20,21,22,23],"post-31047","white_papers","type-white_papers","status-publish","has-post-thumbnail","hentry","category-digital-marketing","industries-b2b",{"preview_image":25,"gated":86,"form_title":87,"form_button_text":88,"download_title":89,"download_paragraph":90,"white_paper_file":91,"page_content_modules":103,"hero":341},{"ID":26,"id":26,"title":27,"filename":28,"filesize":29,"url":30,"link":31,"alt":32,"author":33,"description":32,"caption":32,"name":34,"status":35,"uploaded_to":36,"date":37,"modified":37,"menu_order":38,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":45},31060,"Hero_UK-B2B-Landscape","Hero_UK-B2B-Landscape.png",989246,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-B2B-Landscape.png?auto=compress%2Cformat&q=90","\u002Fresources\u002Fwhite-papers\u002Fuk-b2b-landscape\u002Fhero_uk-b2b-landscape\u002F","","98","hero_uk-b2b-landscape","inherit",31047,"2024-11-14 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the whitepaper!","Access now","Thanks for signing up!","Download a copy of the white paper below",{"ID":92,"id":92,"title":93,"filename":94,"filesize":38,"url":95,"link":96,"alt":32,"author":33,"description":32,"caption":32,"name":97,"status":35,"uploaded_to":36,"date":98,"modified":98,"menu_order":38,"mime_type":99,"type":100,"subtype":101,"icon":102},31048,"UK_The_B2B_Landscape_vs2","UK_The_B2B_Landscape_vs2.pdf","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FUK_The_B2B_Landscape_vs2.pdf","\u002Fresources\u002Fwhite-papers\u002Fuk-b2b-landscape\u002Fuk_the_b2b_landscape_vs2\u002F","uk_the_b2b_landscape_vs2","2024-11-14 11:03:39","application\u002Fpdf","application","pdf","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdocument.png",[104,298],{"acf_fc_layout":105,"reduced":86,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":86,"title":106,"content":6,"authors":107,"gated":86,"form_title":87,"form_button_text":88,"download_title":89,"download_paragraph":90,"industries":258,"file":297},"whitepaper_content","The UK B2B Landscape 🇬🇧",[108,163,223],{"id":109,"path":110,"display_name":111,"job_title":112,"description":113,"avatar_url":114,"acf":115},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Matthew Ahern","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":112,"full_bio":116,"specialist_service_links":117,"photo":133},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[118],{"page":119,"link_text":132},{"ID":120,"post_author":33,"post_date":121,"post_date_gmt":121,"post_content":32,"post_title":122,"post_excerpt":32,"post_status":123,"comment_status":124,"ping_status":124,"post_password":32,"post_name":125,"to_ping":32,"pinged":32,"post_modified":126,"post_modified_gmt":126,"post_content_filtered":32,"post_parent":38,"guid":127,"menu_order":38,"post_type":128,"post_mime_type":32,"comment_count":129,"filter":130,"url_path":131},33,"2020-03-12 15:00:28","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11","\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":134,"id":134,"title":135,"filename":136,"filesize":38,"url":137,"link":138,"alt":32,"author":139,"description":32,"caption":32,"name":140,"status":35,"uploaded_to":38,"date":141,"modified":141,"menu_order":38,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":82,"height":71,"sizes":142},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","2022-04-21 11:54:30",{"thumbnail":143,"thumbnail-width":47,"thumbnail-height":47,"medium":144,"medium-width":49,"medium-height":145,"medium_large":146,"medium_large-width":52,"medium_large-height":147,"large":148,"large-width":55,"large-height":56,"1536x1536":149,"1536x1536-width":58,"1536x1536-height":150,"2048x2048":151,"2048x2048-width":61,"2048x2048-height":152,"post-thumbnail":153,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":154,"12_col-width":67,"12_col-height":68,"default_landscape":155,"default_landscape-width":70,"default_landscape-height":71,"default_portrait":156,"default_portrait-width":71,"default_portrait-height":70,"6_col_and_margin_short":157,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":158,"11_col_and_margin-width":75,"11_col_and_margin-height":68,"9_col_rectangle":159,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":160,"11_col-width":80,"11_col-height":68,"staff_image_696_600":161,"staff_image_696_600-width":82,"staff_image_696_600-height":71,"rectangular_thumbnail":162,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":164,"path":165,"display_name":166,"job_title":167,"description":168,"avatar_url":169,"acf":170},12,"\u002Fabout\u002Four-team\u002Fbeck-lee\u002F","Beck Lee","Digital Designer","I’m a digital designer at Impression, where I work on a broad range of tasks from creating illustrations for content marketing pieces to designing social media assets.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FuK7GSr7O-Beck-Lee.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":171,"job_title":167,"specialist_service_links":172,"photo":197},"\u003Cp>Digital Designer. Joined Impression in February 2016.\u003C\u002Fp>\n\u003Cp>After Huddersfield University with a degree in Interactive Multimedia, I worked for several years as a freelance graphic designer. In one of my first jobs, I worked alongside Impression founders Tom and Aaron, designing the initial brand and website. I continued to work with them on many design projects before joining in a full-time role in February 2016.\u003C\u002Fp>\n\u003Cp>In my role as a designer, I work alongside the different teams within the company, supporting on a broad range of tasks from creating illustrations for content marketing pieces to designing social media assets.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nTo have been a part of Impression since the early days. I’m proud to have been involved with creating the original brand and designing many different versions of the Impression website!\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy playing hockey, watching football, baking cakes, collecting records, spending time with my two nieces, and walking my dog Bella.\u003C\u002Fp>\n",[173,183,194],{"page":174,"link_text":182},{"ID":175,"post_author":33,"post_date":176,"post_date_gmt":176,"post_content":32,"post_title":177,"post_excerpt":32,"post_status":123,"comment_status":124,"ping_status":124,"post_password":32,"post_name":178,"to_ping":32,"pinged":32,"post_modified":179,"post_modified_gmt":179,"post_content_filtered":32,"post_parent":38,"guid":180,"menu_order":38,"post_type":128,"post_mime_type":32,"comment_count":129,"filter":130,"url_path":181},70,"2020-03-12 16:15:03","Content Marketing","content-marketing","2025-07-04 10:27:59","\u002F?page_id=70","\u002Fcontent-marketing\u002F","Creative Content 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