B2B marketers have a chance to close the small business confidence gap

SMBs are spending more time and money on marketing. At first glance, that seems like good news. But the reality is more complicated.

Constant Contact’s 2025 Small Business Now Report shows confidence is falling while activity and spending are up. Only one in five SMBs feels “very confident” in their marketing. The main reasons are difficulty measuring results, uncertainty about attribution and pressure to adopt new AI tools. These tools promise better data analysis, but they also require more investment in data and infrastructure. That’s hard to do when rising costs cut into SMB’s margins.

However, that challenge creates an opportunity for B2B marketers. They can become trusted partners by addressing these challenges and showing clear results. Demonstrating measurable outcomes benefits both SMBs and the marketers supporting them.

The confidence gap

Even as SMBs try more channels and increase budgets, they feel less sure about results. Many say they are guessing which channels work, which customers respond and what drives real outcomes. Only 18% reported being “very confident” in 2025 — a 27% drop from 2024. Nearly a quarter admitted they don’t know what’s working.

B2B marketers can help by offering tools that provide actionable analytics and intuitive reporting. They should make tracking performance, understanding customer behavior and linking outcomes directly to campaigns easier. Data-backed insights and education can replace confusion with clarity.

Here are some other things to consider:

• Position products and services as essential time-saving, cost-effective and efficiency-boosting solutions. 
• Emphasize automation features, simplified workflows and integrations that free up SMBs’ limited time, allowing them to focus on core business activities. 
• Offer flexible pricing models and clearly articulate the long-term value and measurable ROI to help SMBs justify marketing investments in a challenging economic climate. 
• Highlight how your solution supports lean operations and helps them navigate economic shifts and control what they can.

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SMBs are trying multiple channels, including email, video and AI, but managing them is difficult. Email is seen as the most effective tool (44% say so, up 23% from last year), but challenges remain, such as low open rates, writing effective messages and building campaigns—nearly half use AI, mostly for writing emails and social posts. It’s no surprise that many also worry about privacy and brand voice. More than three-quarters use video to share testimonials, culture and promotions.

B2B marketers can simplify these efforts. Email and SMS tools should include easy segmentation, personalized content and A/B testing. AI tools should allow customization, provide templates and explain data security clearly. Video tools should make production simple with ready-to-use templates and easy distribution.

Working with fewer resources

SMBs operate with tight budgets and limited time. Many marketers wear multiple hats. Forty-two percent have less than one hour a day to dedicate to marketing. Rising costs are their top stressor, and fewer than 20% feel prepared for economic shifts.

B2B marketers should focus on ease of use, reduce the technical know-how needed and offer friendly education. Simplified tools and supportive guidance can help these businesses do more with less.

This environment presents B2B platforms with a chance to make a real difference. They can position products as time-saving and cost-effective. They should emphasize automation, streamlined workflows and flexible pricing. They should also highlight measurable ROI and support lean operations.

When SMBs succeed, so do their partners. By building confidence, improving channel effectiveness and supporting resource-constrained teams, B2B marketers can establish long-term, trusted relationships.