New Channels, Better Alignment: How B2B Tech Marketing Is Changing

Most B2B tech and telecom marketers say their company plans to increase the number of marketing channels in their media mix in 2021 and, according to recent research from WARC and Spotify, focus on increasing targeting efficiency.

The report is based on data from a survey of 330 B2B technology and telecommunications marketers in 10 countries.

About 54% of respondents say increasing the number of channels in their company’s media mix is ​​part of their current strategy, and 41% are considering increasing as part of their future strategy.

Half of the respondents say they are experimenting with new channels and 45% plan to experiment with new channels in the future.

Just over half (51%) of B2B tech and telecommunications marketers say they are looking for new ways to tell their brand story.

As part of their current channel planning, 54% of B2B tech and telecom marketers say they want to improve targeting efficiency, and half want to create personalized experiences.

About 85% of B2B tech and telecom marketers agree with this statement: “The pandemic has led our company to explore new avenues for lead generation.”

Nearly three in four B2B tech and telecommunications marketers (73%) expect their company’s investments in online video and display advertising to increase in 2021, and 66% expect their company’s investments in digital audio advertising to increase become.

About research: The report is based on data from a survey of 330 B2B technology and telecommunications marketers in 10 countries.

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