Lead Gen and Brand Awareness are Top Priorities for Baltic B2B Marketers

The first- ever B2B marketing survey in the Baltics conducted by Norstat spoke to 211 B2B marketing professionals across the Baltics (109 in Estonia, 63 in Lithuania, and 39 in Latvia). These aren’t agency folks—they’re in-house marketers responsible for driving business results. The data was gathered via web and phone interviews from late April to the end of May 2025.

Across the region, lead generation and brand awareness came out on top as the most important priorities. It’s a classic combo—fill the pipeline, but make sure your name sticks. But achieving both with limited resources? That’s the real challenge.

ABM and Influencer Marketing Not Among Priorities

Surprisingly, the Baltic B2B marketers do not see ABM and influencer marketing as top priority.

In the UK and US markets, B2B marketers prioritize both ABM and influencer marketing a lot more.

Multiple surveys confirm that the vast majority of B2B organizations now employ ABM. A late-2024 benchmark by Momentum ITSMA (sponsored by Demandbase) found 90% of organizations have an ABM program or strategy in place. The same survey found 81% of B2B marketers reported that ABM delivers higher ROI than their other marketing initiatives. This indicates most practitioners feel their account-based efforts outperform generic demand generation in terms of returns.

67 % of B2B marketing teams in the US are using an always-on influencer marketing strategy—nearly all of those rate their programs as effective.A UK study (Inbox Insight) shows 75 % of decision‑makers trust brands more if endorsed by industry experts/influencers.

We continue publishing the important findings from Norstat B2B marketing research during the Summer.