Omobono research: Good leadership and feeling valued makes business marketers happier than more money

Business, Marketing, Studies

New research by Omobono, digital agency for business brands, revealed what drives happiness among B2B marketers, with the most important factor being good leadership or management, with 60% of respondents saying that makes them happy, while salary and benefits came in fifth place overall with 42% of respondents rating it as a contributing factor. The 2014 research was part of a wider survey, “What Works Where in B2B Digital Marketing”, with responses from 115 senior business marketers.

On average, respondents rated their happiness at work at a generous 7.5 out of 10. Run for the last 4 years, the survey includes responses from UK B2B marketers from sectors including professional services (34%), financial services (28%) and telecoms (21%).

According to the results, the most important factors affecting happiness at work for business marketers are: good leadership/management (60%), feeling valued and listened to (56%), pride in the company and its values (50%), opportunities to be creative (46%) and salary and benefits (42%).

When asked to name the best thing about being a B2B marketer, a quarter (24%) said the ability to see an impact on the business, while a fifth (19%) highlighted the challenges in B2B marketing and a fifth (19%), the ability to see an impact on customers.

Business marketers are a driven and motivated group, often operating in complex sectors where the contribution of marketing is less well recognised than in consumer marketing.  So it’s great to see that they enjoy rising to the challenge and demonstrating the contribution that digital makes to the business.

Francesca Brosan,

Chairman Omobono

The survey was carried out in partnership with The Marketing Society and Circle Research.

Happiness at work - Omobono