Hiring Plans Offer Hope for B-to-B Marketers

Posted on by Chief Marketer Staff

Despite some signs of a cautious rebound in the general economy, many marketing execs have yet to re-boot hiring efforts. Still, if there is a ray of hope emitting from any part of the profession, it’s B-to-B.

A July survey from Bernhart Associates Executive Search found that among marketers in general:

  • 39% of survey respondents said they would add to staff during the third quarter of 2010, down from 43% in the second quarter of 2010.
  • 23% had a hiring freeze, up slightly from 20% the previous quarter.
  • 6% reported their companies were planning layoffs, compared with 3% in the second quarter.

Why B-to-B Hiring Might Be Up
However, the numbers were slightly better in B-to-B than B-to-C. Why? Jerry Bernhart, principal, Bernhart Associates, had a few theories:

  1. B-to-B marketers may feel more of a need to work in advance of a comeback cycle than their B-to-C counterparts. The reason here is timing: B-to-B firms have to get more marketing programs in motion because business buyers have longer sales cycles.
  2. The monetary thresholds for the B-to-B marketing programs can be lower, because B-to-B is often now more reliant on online advertising as opposed to print or TV. And that means it’s also easier for B-to-B firms to bring in younger

More

Related Posts

Chief Marketer Videos

by Chief Marketer Staff

Check out this replay of crowning the winners of the 2022 Chief Marketer PRO Awards, which began with a lively conversation between two PRO Awards judges, Visible CMO Cheryl Gresham and Disney Parks’ Senior Manager, Multicultural Marketing, Angela Burgin Logan.

	
        

PRO Awards 2022

ProAwards 2022

Click here to view the 2022 Winners.
	
        

2023 LIST ANNOUNCED/h2>

CM 200

 

Click here to view the 2023 winners!