Stop Ignoring Demand Inputs
From Stacking Growth | The B2B Marketing Podcast by Refine Labs
April 1, 2026 · 11 min
About this episode
Matthew Sciannella discusses the findings of an Ipsos survey revealing a lack of basic marketing knowledge among B2B marketers and its implications for their career longevity.
An Ipsos survey of 1,226 marketers across the US, Canada, and Australia asked 10 multiple choice questions on basic marketing fundamentals — and two thirds failed.We're not talking advanced strategy. Segmentation. Positioning. The four Ps. Above-the-line marketing. Omnichannel. Quantitative research. The bare minimum from a year and a half of formal marketing training.This is the state of B2B marketing in 2026.If you're focused on AI efficiency gains, growth hacking, and the next few percentage points of performance — but you can't pass this test — you're optimizing a broken foundation.Matthew Sciannella breaks down what the data actually means for marketers who only do promotion (ads, email, events, SEO) and why that's exactly why so many can't survive past 18 months in a role.Q: What did the Ipsos marketing fundamentals survey find?The Ipsos survey tested 1,226 marketers in the US, Canada, and Australia on 10 multiple choice questions covering segmentation, positioning, the four Ps, above-the-line marketing, omnichannel, and quantitative research. Two thirds failed — with an even split between B2C and B2B marketers.Q: Why do so many B2B marketers only last 18 months in their…
People in this episode
Guest: Matthew Sciannella
Topics covered
- B2B marketing
- marketing fundamentals
- segmentation
- positioning
- omnichannel marketing
- quantitative research
Keywords
- B2B marketing
- marketing fundamentals
- Ipsos survey
- segmentation
- positioning
- four Ps
- omnichannel
- quantitative research
Mentioned in this episode
Organizations: Ipsos
Places: US, Canada, Australia
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