MarTech: B2B marketers have a chance to close the small business confidence gap

This article was written for MarTech by Greg Kihlström. Read the full article here.

SMBs are spending more on marketing but growing less confident in results, creating an opportunity for B2B marketers to step in with clear, data-driven solutions.

SMBs are spending more time and money on marketing. At first glance, that seems like good news. But the reality is more complicated.

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. That’s hard to do when rising costs cut into SMB’s margins.

However, that challenge creates an opportunity for B2B marketers. They can become trusted partners by addressing these challenges and showing clear results. Demonstrating measurable outcomes benefits both SMBs and the marketers supporting them.

This article was written for MarTech by Greg Kihlström. Read the full article here.