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The average annual salary for B2B marketers this year is £46,442, a 3.4% drop over the past 12 months.

London, 2 May 2017: The average B2B marketing salary has fallen by more than £1500 since 2016, according to the B2B Marketing Salary Survey 2017-18.

The average annual salary for B2B marketers this year is £46,442, a 3.4% drop over the past 12 months.

The research, carried out by B2B Marketing in partnership with The Jefferson Group, also found:

• The gender pay gap has widened significantly: While the average annual male salary rose to £56,529, the average female salary fell to £42,193.
• Client-side marketers earn more than their agency counterparts: Inhouse marketers earn £659 more a year than those working for marketing agencies.
• Pay in London outstrips the rest of the UK: The average salary in London is £55,074, £13,000 more than the average for the rest of the UK (£41,604).
• It pays to develop a broad skillset: The average salary of a generalist marketer is higher than the average salary of those who specialise.
• 60% of B2B marketers think they’re not paid what they deserve. But two-thirds of respondents are satisfied in their current roles.
• 54% of respondents intend to look for a new role in the next 12 months. And only 14% are not considering looking for a new position at all.
• Professional development has a big impact on salary: Holding a professional marketing qualification, such as a certificate or a diploma, can add more than £5000 to the average annual salary.

For the first time ever, this annual survey provides data on salary averages by role, specialism, location and industry. It is the second report published by B2B Marketing that provides B2B marketers with benchmarks to enable them to find out if they are paid in line with market averages.

Joel Harrison, editor-in-chief and co-founder of B2B Marketing, said: “It’s disappointing to see B2B marketing salaries have shrunk across all but the most senior levels over the past 12 months. But the industry remains well-remunerated in comparison to equivalent professions across business.

“It is also alarming that almost a third of B2B marketers have had no training over the past 12 months, and just under a quarter have received more than the equivalent of an hour a month in that period. As the Salary Survey demonstrates, professional development is as important to financial reward as it is to job satisfaction.”

Tom Howe, managing partner, The Jefferson Group, said: “Businesses are still not doing enough to retain their top talent. As an example, 40% of B2B marketers value corporate sponsorship of educational qualifications but don’t receive this benefit. This feels like a missed opportunity, particularly for the 51% of respondents who listed their satisfaction levels as ‘somewhat happy’ and are most likely in need of a fresh challenge or two.”

The research canvassed 611 B2B marketers in the UK between February and March 2017 via an online survey.

The full report can be downloaded at

Notes for editors:

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