Why B2B marketing deserves a louder voice

B2B is the largest part of the UK economy. According to the B2B Nations Series: United Kingdom report (B2B Nations Institute, published by Propolis, August 2026), it accounts for around 48% of UK economic output, well ahead of consumer and government outputs. Yet much of the conversation about marketing, from conferences to case studies, still centres on consumer brands.

We believe B2B marketing is more complex, more strategic and, in our view, more interesting than it is often given credit for, and the people who do it deserve to be recognised for it.

We see six reasons it deserves a louder voice.

Credibility is built long before the sale. Only around 5% of business buyers are in market at any one time, according to research by the Ehrenberg-Bass Institute for LinkedIn's B2B Institute. B2B marketing has to build familiarity and trust with the other 95% well before they are ready to buy, so the business is remembered when they are.

Many stakeholders, different priorities. Business purchases are rarely made by one person. Finance, operations, procurement and senior leaders may all be involved, so it's important to understand their different viewpoints and priorities.

Every relationship counts. Many B2B businesses sell to a finite number of accounts, so each relationship carries real weight. Those relationships need nurturing over time, from finding and winning new accounts to growing and keeping them.

Business buyers are consumers too. The people buying for their businesses are also consumers, and they increasingly expect the same easy, familiar experiences at work, from self-serve information to chat channels. Add the rapid rise of technology and AI, and the expectations on B2B marketing keep growing.

Internal stakeholders matter too. B2B marketers also have to bring sales, leadership and delivery teams with them, aligning colleagues with different targets and priorities around a shared plan.

A remarkably broad skill set. On top of all this, B2B marketers need to be commercially sharp, understand contracts and legal requirements, manage budgets, think strategically and manage agencies and stakeholders, all while orchestrating programmes and campaigns that can run over months or years.

That combination makes B2B marketing one of the most demanding and rewarding disciplines in the profession. For a discipline so central to the UK economy, it deserves a louder voice.

B2B marketers, what would you add to the list?