Like gas and groceries, marketing is getting more expensive – and B2B SaaS marketers who rely on paid advertising feel the pain the most.
Macroeconomic conditions and changes in B2B buying behavior have made traditional ad playbooks pricier, less effective, and less scalable:
-
Ads are more expensive due to crowding and competition on paid platforms.
-
People have changed the way they research products online, and they are leaving trackable platforms for dark social. If it feels like “people aren’t clicking on ads anymore,” you’re not alone.
-
New privacy regulations make it difficult to target the right customers - and easy to waste ad budgets.