Change in global B2B marketing spend due to COVID-19 in 2020

During a global study of B2B organizations conducted in April 2020, respondents from 11 countries were asked about their marketing spending plans in light of the outbreak of the coronavirus. According to the results, on average 62 percent of global B2B marketing spending was going to be reduced in response to the pandemic. United Kingdom and south Korea reacted with the largest severity among other countries, with 71 percent of B2B professionals planning to decrease their expenses on marketing at the time.

Change in marketing spending influenced by the coronavirus outbreak according to B2B companies worldwide as of April 2020, by country

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Source

In cooperation with
McKinsey
Release date

May 2020

Region

Worldwide

Survey time period

April 1 to 9 and 20 to 28, 2020

Number of respondents

3,600 respondents

Special properties

B2B decision makers

Supplementary notes

Values may not add up to 100 percent due to rounding.

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Statistics on "B2B marketing in the U.S."

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