"Constant Contact's 2025 Small Business Now Report shows confidence is falling while activity and spending are up. Only one in five SMBs feels "very confident" in their marketing. The main reasons are difficulty measuring results, uncertainty about attribution and pressure to adopt new AI tools. These tools promise better data analysis, but they also require more investment in data and infrastructure."
"Even as SMBs try more channels and increase budgets, they feel less sure about results. Many say they are guessing which channels work, which customers respond and what drives real outcomes. Only 18% reported being "very confident" in 2025 - a 27% drop from 2024. Nearly a quarter admitted they don't know what's working. B2B marketers can help by offering tools that provide actionable analytics and intuitive reporting. They should make tracking performance, understanding customer behavior and linking outcomes directly to campaigns easier."
"Position products and services as essential time-saving, cost-effective and efficiency-boosting solutions. Emphasize automation features, simplified workflows and integrations that free up SMBs' limited time, allowing them to focus on core business activities. Offer flexible pricing models and clearly articulate the long-term value and measurable ROI to help SMBs justify marketing investments in a challenging economic climate. Highlight how your solu"
SMBs are increasing marketing activity and spending while overall confidence in marketing performance is falling. Only one in five SMBs reports feeling "very confident" in their marketing, with 18% very confident in 2025, a 27% decline from 2024, and nearly a quarter unsure which efforts are working. Measurement challenges, attribution uncertainty and pressure to adopt AI tools drive the confidence gap. AI promises better analysis but requires investment in data and infrastructure while rising costs squeeze margins. B2B marketers can close the gap by providing actionable analytics, intuitive reporting, automation, integrations and flexible pricing that demonstrate measurable ROI.
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