What is 'Orchestration' in BtoB marketing?

In BtoB marketing, 'Orchestration' refers to the effort of integrating multiple marketing initiatives and channels to provide a consistent customer experience and maximize overall results.

Why does integration of initiatives in BtoB marketing not progress?

The main reasons include a lack of know-how and frameworks for integration, insufficient collaboration between departments, and inadequate adoption of appropriate tools.

Who conducted this survey?

This survey was conducted jointly by IDEATECH, which provides 'Resapy®', and Bizibl Technologies, Inc., which provides the webinar marketing tool 'Bizibl'.

【B2B Marketing Orchestration Survey】84.3% Want to Integrate Initiatives, But Only 4.6% Have Achieved It: This 80-Point Gap is the 'Current State' of B2B Marketing

Published Apr 1, 2026 6:30 PM ・ Updated Jun 13, 2026 11:58 PM ・ 4 min read ・ Source: PR TIMES

A survey on B2B marketing orchestration revealed that while 84.3% of professionals desire integrated initiatives, only 4.6% have achieved it. This study was jointly conducted by "Resapii®️" for research data marketing and "Bizibl" for webinar marketing.

Resapii®️, which provides one-stop research data marketing (https://ideatech.jp/service/research-pr), in collaboration with Bizibl Technologies Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Yohei Hanaya; hereinafter Bizibl), which offers the webinar marketing tool "Bizibl," conducted a survey on the actual state of "orchestration" in B2B marketing among 325 managers and personnel involved in B2B marketing. We are pleased to announce the results.

[Image: A visual representation of the survey results or related marketing concept.]

* 01｜Approximately 70% of marketing personnel feel a decline in results and increased costs due to fragmented marketing initiatives. * 02｜Over half cite "lack of know-how and frameworks for integrated operations" as the reason why initiative integration is not progressing. * 03｜Over 80% are eager to strengthen integrated operations for future marketing initiatives.

Conference to delve deeper into this survey: https://attendee.bizibl.tv/sessions/senzNrqG8g5m/6a9e76f1-b686-4bfb-a475-b646f8374507

Survey Overview * Survey Name: Survey on the Actual State of "Orchestration" in B2B Marketing Initiatives * Survey Method: Internet survey planned by research marketing "Resapii®︎" provided by IDEATECH * Survey Period: March 18, 2026 to March 19, 2026 * Valid Responses: 325 managers and personnel involved in B2B marketing

*Note: Ratios are rounded to the second decimal place, so the total may not necessarily be 100.

≪Terms of Use≫ 1. Please clearly state "Resapii®︎" as the source of information. 2. When using on a website, please set the following link as the source: URL: https://ideatech.jp/service/research-pr

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Source: PR TIMES
Category: Survey
Organizations: IDEATECH
Products / services: Bizibl

【B2B Marketing Orchestration Survey】84.3% Want to Integrate Initiatives, But Only 4.6% Have Achieved It: This 80-Point Gap is the 'Current State' of B2B Marketing

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