Despite facing budget cuts, nearly two-thirds of B2B marketing leaders in India remain optimistic about their marketing strategy for the next six months, according to a survey by LinkedIn. While 94% express confidence, the focus for B2B marketers in India is on brand building, with 69% planning to maintain or increase spending in this area. Reasons cited include the belief that a strong brand supports long-term sales (67%) and helps stay top of mind for buyers (63%). Additionally, 44% see brand building as essential for attracting talent.

Sachin Sharma, Director of LinkedIn Marketing Solutions, commends the optimism among B2B marketers in India and stresses the importance of continued marketing efforts for brand recovery. Despite budget constraints, marketers are urged to adopt creative, purpose-driven solutions that add value to customers and enhance brand recall.

The survey highlights that measuring campaign effectiveness and proving return on investments (ROI) are significant challenges for B2B marketers in India, tied with attracting and retaining top talent. Creativity (63%) is deemed the most important skill for navigating ongoing challenges, followed by efficiency (60%), problem-solving (53%), and innovation (53%). B2B marketers see the current period as an opportunity to invest in building relationships and trust with customers (33%) and to rethink their brand story (27%).

Over the next six months, B2B marketing campaign objectives in India will focus on demonstrating commitment to sustainability (58%), helping customers (57%), and being purpose-driven (51%) to achieve effective business results.

LinkedIn offers advice for B2B marketers in uncertain times, emphasizing the optimization of recency over frequency in brand strategy to maintain a steady brand presence. Consistent advertising helps prevent memory corrosion and ensures the brand is top of mind when buyers return to the market. With creativity being a sought-after skill, B2B marketers are encouraged to unlock new opportunities. Proving marketing effectiveness is a top priority, and mastering the language of ROI is crucial for expressing long-term value to business stakeholders.