State of Marketing Survey 2026 – the results are in
Over 90% of Staffordshire SMEs say marcomms drives growth, yet more than a third have no strategy in place.
More than nine in ten (93%) small and medium enterprises (SMEs) in Staffordshire believe marketing and communications strategies contribute to business growth, yet over a third (34%) have no such plan in place, according to the results of the State of Marketing Survey 2026: Staffordshire SMEs.
Figures published by Stoke-on-Trent & Staffordshire Growth Hub show that the county is home to a vibrant business community of more than 50,000 enterprises, yet it sits within a region that saw the highest company closure rate in 2024. As SMEs continue to face challenges in 2026, marcomms is one area where they can take proactive steps to strengthen commercial performance.
Conducted by strategy-first marketing and communications agency Chatty Duck Creative, in partnership with Staffordshire Chambers of Commerce, the State of Marketing Survey 2026: Staffordshire SMEs found that budget is among the biggest barriers to access, cited by more than 70% of respondents. Time constraints (41%), trustworthiness (34%) and a lack of expertise (27%) were also identified as key factors preventing SMEs in the county from leveraging marcomms activities to grow their businesses.
![Staffordshire SME survey – infographic design [1] (CDC).png](https://images.squarespace-cdn.com/content/v1/60685df89ba46372884c8d39/1771358248928-5HUMVD72X851WB6002EN/Staffordshire+SME+survey+%E2%80%93+infographic+design+%5B1%5D+%28CDC%29.png)
![Staffordshire SME survey – infographic design [2] (CDC).png](https://images.squarespace-cdn.com/content/v1/60685df89ba46372884c8d39/1771358248926-XJ1DGN2DEF9CJXIO9CDN/Staffordshire+SME+survey+%E2%80%93+infographic+design+%5B2%5D+%28CDC%29.png)
![Staffordshire SME survey – infographic design [3] (CDC).png](https://images.squarespace-cdn.com/content/v1/60685df89ba46372884c8d39/1771358250380-3GGUKPOAX99T6798DY1R/Staffordshire+SME+survey+%E2%80%93+infographic+design+%5B3%5D+%28CDC%29.png)
![Staffordshire SME survey – infographic design [4] (CDC).png](https://images.squarespace-cdn.com/content/v1/60685df89ba46372884c8d39/1771358250518-5TW6W5FGGRVTMNUSGLUR/Staffordshire+SME+survey+%E2%80%93+infographic+design+%5B4%5D+%28CDC%29.png)
![Staffordshire SME survey – infographic design [5] (CDC).png](https://images.squarespace-cdn.com/content/v1/60685df89ba46372884c8d39/1771358251653-Q6OJCBP1HCFSZE7KQB51/Staffordshire+SME+survey+%E2%80%93+infographic+design+%5B5%5D+%28CDC%29.png)
James Morgan, Managing Director of Chatty Duck Creative, said: “We are delighted that the overwhelming majority of local organisations understand the commercial value of strategic marketing and communications, but it’s surprising to learn that more than one-third of Staffordshire SMEs have no overarching plan in place. It’s difficult to reach your intended destination without a map. There are plenty of cost-effective options out there, so I would encourage anyone interested in optimising their business’s marcomms to pick up the phone and speak with an expert. Asking questions costs nothing, and can save you a lot of time and money in the long run.”
Chris Plant, Interim Chief Executive of Staffordshire Chambers of Commerce, said: “Staffordshire’s SMEs recognise that strong marketing and communications are central to sustainable growth. What this research highlights is a real opportunity. With the right guidance and a clear plan, businesses can turn ambition into action, even in challenging economic conditions. Our role as a Chamber is to connect companies with trusted expertise, practical support and a community that helps them compete with confidence.”
When asked where they plan to go for marketing and communications advice and support in 2026, more than half (58.5%) responded that they would rely on internal staff. Just under three in ten (29%) plan to consult specialist external agencies, an equal proportion (27%) intend to turn to artificial intelligence (AI) and social media, and 24% will use search engines.
AI emerged as an underlying theme across this year’s qualitative feedback, with some respondents looking to these tools for topic ideas, content generation and strategic direction. Several of those surveyed also highlighted the importance of seeking advice from marcomms experts when using AI to keep pace with technological advancements and ensure returns on their investments.
“AI is no substitute for human insight or experience, but to suggest that companies cannot benefit from these tools would be to ignore the commercial reality for many startups and microbusinesses in Staffordshire,” Morgan added. “Just remember that when it comes to AI, the output is only ever as good as the input, so be prepared to put in the hard yards, even if you are relying on these platforms.”
If you’d like to learn more about how strategic marketing can improve your bottom line, book a discovery call with a member of the Chatty Duck Creative team.
