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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McKinsey & Company. (May 11, 2020). Change in marketing spending influenced by the coronavirus outbreak according to B2B companies worldwide as of April 2020, by country [Graph]. In Statista. Retrieved February 08, 2025, from https://www.statista.com/statistics/1133017/change-global-b2b-marketing-spend-covid19/?__sso_cookie_checker=failed
McKinsey & Company. "Change in marketing spending influenced by the coronavirus outbreak according to B2B companies worldwide as of April 2020, by country." Chart. May 11, 2020. Statista. Accessed February 08, 2025. https://www.statista.com/statistics/1133017/change-global-b2b-marketing-spend-covid19/?__sso_cookie_checker=failed
McKinsey & Company. (2020). Change in marketing spending influenced by the coronavirus outbreak according to B2B companies worldwide as of April 2020, by country. Statista. Statista Inc.. Accessed: February 08, 2025. https://www.statista.com/statistics/1133017/change-global-b2b-marketing-spend-covid19/?__sso_cookie_checker=failed
McKinsey & Company. "Change in Marketing Spending Influenced by The Coronavirus Outbreak According to B2b Companies Worldwide as of April 2020, by Country." Statista, Statista Inc., 11 May 2020, https://www.statista.com/statistics/1133017/change-global-b2b-marketing-spend-covid19/?__sso_cookie_checker=failed
McKinsey & Company, Change in marketing spending influenced by the coronavirus outbreak according to B2B companies worldwide as of April 2020, by country Statista, https://www.statista.com/statistics/1133017/change-global-b2b-marketing-spend-covid19/?__sso_cookie_checker=failed (last visited February 08, 2025)
Change in marketing spending influenced by the coronavirus outbreak according to B2B companies worldwide as of April 2020, by country [Graph], McKinsey & Company, May 11, 2020. [Online]. Available: https://www.statista.com/statistics/1133017/change-global-b2b-marketing-spend-covid19/?__sso_cookie_checker=failed