2020 vision - B2B market review

Posted: February 05, 2020

2019 was very interesting from a B2B marketing recruitment perspective. 2018 brought a huge increase of demand for digital skills, however this past year it has seemed to level out and return to more of an equal split between digital and traditional marketing positions. We haven’t seen this in all our markets though; PPC, SEO and web development skills for example continue to be snapped up across both consumer and agency.

The great news is, it has given the highly experienced marketing candidates with a 360 skill set more opportunity to step up. More and more candidates with superb agency backgrounds have begun to look towards in-house opportunities; a great chance for our in-house clients to add valuable skill sets and project management experience!

Throughout the year, our clients’ confidence to recruit has peaked and troughed with our B2B sectors being impacted differently by changing economy and current affairs. 

For example the professional services have seen an increase in demand due to the increasing requirement for legal advice as we approached Brexit and the roll out of IR35. However, sectors such as manufacturing and engineering have been left uncertain of the future of exporting and importing leading to cautious growth plans. 

This cautiousness has opened a channel of conversation between us and our clients and allowed us to work closely with them as they assess how they can achieve the very best for their teams moving into 2020. We’ve been able to advise on where they can add new skills, and how they can evolve to accommodate the changing market.

Candidates are asking for more from their employers, in terms of their package and environment and in particular flexible hours and remote working remain strong attraction techniques.

The result of the general election, whether liked or disliked, has given the market some stability and we have therefore seen the release of new budgets and our clients pushing on with their recruitment and growth plans.

I am sure we will continue to experience peaks and troughs throughout 2020. However, now the government is working through the Brexit trade deals and towards securing our future, hopefully our B2B businesses can grow in confidence and their investment in marketing.

If you are looking to grow your B2B marketing team or open to new opportunities, please get in touch.


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