Gartner Research

Upskilling Priorities for B2B Digital Marketing

Published: 07 September 2017

ID: G00373053

Analyst(s): Marketing Research Team


In this research, we answer the question "What skill-gaps are most critical to fill for B2B Digital Marketing?" Our research indicates that while three-quarters (75%) of B2B Marketers plan to hire individuals with digital skills in the near future, only half provide some amount of training to enable marketers to “stay abreast of evolutions in digital marketing.” Among the half of marketing organizations providing access to training for digital marketing, an even split emerges between those providing upskilling to all marketers (26%) and simply focusing on developing skills for digital marketers (24%) currently in seat. Among those providing either internal training or external recommendations, the top training area is content marketing, with search and social media falling close behind.

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