X-ray of B2B marketing, a sector in full transformation
Dec 28, 2023 1:28:55 GMT -8
Post by account_disabled on Dec 28, 2023 1:28:55 GMT -8
In recent years, B2B marketing has experienced a significant transformation in which innovation, creativity and brand creation have been promoted. This is reflected in the report “Changing Channels in B2B” prepared by WARC in collaboration with Spotify Advertising and focused on the technology and telecommunications sectors. The study analyzes the topics that B2B marketers in these industries focus on and how they plan to develop their marketing strategies in 2021. To do this, they have conducted interviews with marketing directors from leading technology and telecommunications companies and a survey of 330+ B2B marketers from 10 markets.
Below, we review the key themes included in the WARC and Spotify Advertising report “Changing Channels Phone Number List in B2B”: 1. The remodeling of B2B: drivers of change B2B marketing, which had been left behind in terms of multichannel strategy compared to B2C, is undergoing a transformation. Industry professionals have begun to drive growth in their businesses by innovating and experimenting with the media at their disposal, and 66% plan to increase their digital audio budget this year. This evolution has stepped on the accelerator after the arrival of the pandemic, which has prevented in-person events and meetings from being held. “This is a moment of learning and discovery for B2B marketers, who are looking for new ways to reach their customers through virtual and live touchpoints,” they point out from WARC.
B2B audiences are changing With the rise of technology and communications, as well as the arrival of millennials to positions of responsibility , the way decisions are made in organizations has been transformed and marketers must find new ways to adapt to these changing audiences. According to the report, 83% of respondents agree that employees have a key voice in technology and telecommunications services, providers or partnerships. 3. New ways to improve reach through channel planning Marketers have developed a new approach to channel planning due to the growing weight of digital marketing and the need to reach a more diverse audience.
Below, we review the key themes included in the WARC and Spotify Advertising report “Changing Channels Phone Number List in B2B”: 1. The remodeling of B2B: drivers of change B2B marketing, which had been left behind in terms of multichannel strategy compared to B2C, is undergoing a transformation. Industry professionals have begun to drive growth in their businesses by innovating and experimenting with the media at their disposal, and 66% plan to increase their digital audio budget this year. This evolution has stepped on the accelerator after the arrival of the pandemic, which has prevented in-person events and meetings from being held. “This is a moment of learning and discovery for B2B marketers, who are looking for new ways to reach their customers through virtual and live touchpoints,” they point out from WARC.
B2B audiences are changing With the rise of technology and communications, as well as the arrival of millennials to positions of responsibility , the way decisions are made in organizations has been transformed and marketers must find new ways to adapt to these changing audiences. According to the report, 83% of respondents agree that employees have a key voice in technology and telecommunications services, providers or partnerships. 3. New ways to improve reach through channel planning Marketers have developed a new approach to channel planning due to the growing weight of digital marketing and the need to reach a more diverse audience.