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In our second Salary Survey, we’re going to take a look at what B2B marketers are paid, as well as benchmark that data against other factors like gender, location, specialism, skills, and sectors.
How should you use this Salary Survey?
If you’re a B2B marketer, it will help you compare your salary to your peers - helping you negotiate your salary in the future.
Or, if you decide it’s time to look for a new B2B marketing job, then it can give you a useful guide of what your salary should be.
If you’re someone that manages marketers, or someone responsible for hiring marketers (HR, CEO) then not only will it help you make sure that your current marketers are paid fairly.
But it will also help you understand what the B2B marketers of today value so that you can build a package to attract and retain the best people.
So, let's get into it...
- How happy are B2B marketers?
- What’s most important to job satisfaction?
- What do B2B marketers in 2019 want to learn about
- Does gender affect your pay?
- London v South East
- Generalists v Specialists
- Big Companies v Startups and SMB’s
- Technology Industry v Other B2B Sectors
- Are marketers who use marketing automation paid more?
- What benefits are B2B marketers interested in?
- Should you pay your B2B marketer a bonus?
- The rise of working from home
- Where are we heading?
Who took part in our Salary Survey?
How many years have you been in marketing for?
What level is your role?
How would you describe your skillset?
With an average salary growth of 6% compared to our 2018 Salary Survey, it appears it’s an excellent time to be a B2B marketer.
But employers must not become complacent, with 64% of marketers saying they will move jobs in the next 12 months if the next career opportunity doesn’t happen within their company.
Coupled with this, just over half of respondents felt their company didn’t have a clear organisational structure and career development pathway.
Arguably, retaining the best talent will be a significant challenge for employers in 2019 and beyond as the job market continues to remain buoyant.
However, there was an overwhelming response in favour (3 times) of marketers generally saying they enjoy going into work.
At a higher level, 71% said they understand the company’s goals, which is a vital part of any marketer, or employee for that matter, feeling like they’re a part of something bigger.
Other figures to suggest marketers are generally happy these days, is that 52% feel they have the opportunity to develop themselves beyond their role and 68% saying their knowledge and skills are fully used in their job.
It seems to have a goal and being part of a bigger purpose - as well as being able to use your skills fully and having those skills stretched over time - are all ingredients to a B2B marketers day to day happiness.
Rather than being happy generally, here we asked our respondents what they believe the most crucial factor is to their job satisfaction.
Since we started Market Recruitment in 2012, we’ve noticed a significant shift in the role of a B2B marketer.
And digital, technology and data will continue to drive further change.
So, it’s essential for any marketer wanting to continue to make an impact on their job to invest in self-learning, taking further qualifications, and attending industry-leading events.
And in 2019 our surveyed marketers want to learn about;
‘Over the past year we’ve seen a real shift with more marketing teams wanting to use ABM as the growth engine for their business. It also brings them closer to both their customers and sales counterparts so it’s a win win!’
Gemma Telford - Group Business Director, MomentumABM
'It's great to see this snapshot of what B2B marketers are interested in - this industry is more dynamic and fast moving than ever before, and its never been more important for marketers to constantly reappraise their skillsets in order to maximise their opportunities for future development and career progression. ABM and marketing automation are clearly the standout areas of interest based on this list - the former is still very much emerging in terms of its role in relevance for B2B companies, whilst the other is a fundamental but still a pain point for many brands. And this shows that the biggest opportunities aren't always to be found in what's new - what's relevant is more important.'
Joel Harrison - Editor-in-Chief, B2B Marketing
Sadly, according to the ONS, there’s currently a gender pay gap in the UK of 8.6%.
And if anyone should feel aggrieved with our Salary Survey, then it’s women.
Because, from our survey pool, there’s an apparent discrepancy between the average salaries of men and women.
Ok, we all know that houses are more expensive in London, but is that the same with B2B marketers?
6. Generalists v Specialists
It’s always a debate for B2B marketers - ‘am I better to specialise or be a generalist?’
And typically it’s not with the view of, 'can I earn more by doing X?'
You’ll generally vier one way or another down to what you enjoy and where your talents lie.
From our experience, you can often start life as a specialist, and then as you become more senior, you become more of a generalist.
So that may be the reason why generalists earn more.
We’ve defined big companies as those that employ over 250 people.
And it seems that it does pay to work for larger companies.
As a business, we tend to do most of our work in the B2B Tech sector. We personally find it more exciting, and we also believe that leaders within the Tech industry value marketing more.
Should you or shouldn’t you? It’s a question a lot of B2B marketers ask themselves when it comes to marketing automation.
Because, of course, it takes time to master it, and these things don’t come cheap.
But if you can offset that investment with a higher return of qualified leads with the added ability to be able to attribute spend to tactics - all in one platform - it’s a convincing argument.
And when it comes to recruitment, we see more and more briefs with the words, ‘must have used marketing automation..’
And it seems more people are starting to use marketing technology in their roles with 73% saying they are doing so and 27% of people saying they aren’t.
But what marketing automation solutions are they using?
And if someone is using these solutions, do they earn more on average?
It would be a lie to say that B2B marketers are solely interested in salary.
Yes, it helps pay the bills. But most marketers could quickly get a raise on their salary if they moved jobs.
It comes down to other things…
In short, yes!
Not only do they value it, but any B2B marketer worth their salt will be generating revenue for your business.
Why not link their objectives to MQL’s?
Everybody loves to be rewarded for their work, and with the proliferation of marketing automation, it’s even easier to see when a prospect first interacted with your business.
Plus, a bonus is easier to do than flexible working.
How many B2B marketers get a bonus?
What is the average bonus?
14.6% of their basic salary
Not only is work changing, but how we do our work is changing also.
And that’s certainly apparent when it comes to working from home.
Gone are the days when we need to be tied to a desk to be able to do our job.
Technology is enabling us to work from anywhere.
However, it really is a black and white issue.
Some companies will either allow it or not.
So what’s the split in our survey?
Can you regularly work from home?
And of those people who work from home, the average they do so in a given week is 2.4 days.
We live in uncertain times. Brexit, trade protectionism, political unrest, reduced investment, to name a few.
And that can all weigh on business confidence.
Yet our survey suggests there’s room for optimism...
In 2019 will your marketing budget…
I expect the number of marketers in my company will…
Join hundreds of others, and click to download our Salary Survey with all the Salary Data