Measuring the Gap Between Confidence and Results in B2B Marketing

In Professional Services, 33% rate their effectiveness at the highest levels – broadly in line with the 36% all-industry average.

13% gave themselves a perfect 10, while the majority (67%) rate themselves 8 or below – performing, but with room to push further.

Financial Services sits slightly above average, with 41% rating their effectiveness at the highest levels (9 or 10) compared to the 36% all-industry benchmark – suggesting solid execution overall.

10% gave themselves a perfect 10, while 59% rate themselves 8 or below – a majority, though a smaller one than seen across most other sectors.

In Manufacturing / Industrial, 33% rate their effectiveness at the highest levels – broadly in line with the 36% all-industry average.

13% gave themselves a perfect 10, while the majority (67%) rate themselves 8 or below – consistent with the wider industry picture.

Technology / SaaS stands out for marketing effectiveness – over half (55%) rate their performance at the highest levels (9-10 ratings), well above the all-industry average of 36%.

25% gave themselves a perfect 10 – the highest rate across all industries – while 45% rate themselves 8 or below, a notably smaller proportion than the average.

Healthcare / Life Sciences falls below the average, with just 27% rating their effectiveness at the highest levels (9-10 ratings) against a 36% all-industry benchmark.

No respondent gave themselves a perfect 10 – the only sector where this is the case – and the vast majority (73%) rate themselves 8 or below, pointing to significant room for improvement.

Other Industries records the lowest top-tier effectiveness of any segment, with just 17% rating themselves at the highest levels – well below the 36% all-industry average.

Only 4% gave themselves a perfect 10, and the large majority (83%) rate themselves 8 or below – suggesting acknowledged room for improvement across the board.