The Mood in the room at Ignite 2026
The expectations on B2B marketers to deliver commercial value have never been greater, and this is piling pressure on an already stretched role. A pulse survey conducted by Grounded at B2B Ignite reinforces this message, with 44% saying they felt either anxious or frustrated about their role. The number one reason is that they feel they lack recognition for the revenue contribution they make. They clearly recognise the need to deliver commercial value, but the problem is that this often goes unnoticed. This also links to the second biggest reason for anxiety of frustration, which is the lack of freedom to balance brand and demand. B2B marketers are being asked to prioritise short-term metrics, even though they know that reduced focus on brand is just storing up problems for future demand.
For the small majority of 56% who say they feel happy or satisfied in their roles, the two stand-out reasons are that they feel autonomy and trust from leadership, and the creative freedom to take risks. For these marketers, building trust with leadership and being seen as an asset for growth rather than a cost of doing business, are powerful levers that give them freedom to make their own decisions, and do things that will stand out from the crowd. The ability to take risks and be bold with their marketing choices is key to fulfilment in their roles. Without this freedom, they can feel trapped into playing it safe and following the crowd, which ultimately leads to poor commercial and brand outcomes.
Pulse survey conducted at Ignite 2026. 151 completed responses.
About Grounded
We help B2B marketers build creative, data-backed campaigns that support sales conversations. Our content and technology helps drive tangible commercial outcomes, supporting marketers and making them feel comfortable about making the bold campaign choices that build their credibility and make their voice heard. To find out how we are helping them make an impact, please get in touch..
Media Contact: Julieta Holleveot julieta.hollevoet@thinkgrounded.com