B2B marketing is changing as companies innovate and experiment with their media options, including a newfound interest in digital audio, a new WARC study linked to audio streaming service Spotify.
Four statistics from the Changing channels in B2B report
- Two-thirds of B2B marketers in the technology and telecommunications sectors worldwide plan to increase their digital audio budgets in 2021.
- Half of them experiment with channels they have never tried before to increase their reach.
- Four fifths agree that they need to focus more on building strong brands.
- Half are actively trying to find new ways to tell their brand story.
“We conducted a critical study for Spotify and other advertising industry players to better understand what is most important to B2B marketers as their business needs change and the complexities of the market evolve” – Jorrit DeVries, Global Category Development Officer , Tech & Telco Vertical, Spotify.
Four topics from the Changing channels in B2B report
COVID-19 has accelerated the digital disruption in B2B, withheld live events and face-to-face meetings from marketers, and fueled changes in behavior among decision-makers that began long before the virus hit. This is a time of learning and discovery for B2B marketers looking for new, advanced ways to reach their customers through both live and virtual touchpoints.
With so many people setting up offices at home, the worlds of technology and telecommunications have never been consumed before. Add to this the addition of millennials to leadership roles within organizations and you have a workplace where decisions are made differently, forcing marketers to find new ways to adapt to these changing audiences.
- Greater range through channel planning
The dominance of digital marketing and the need to reach a more diverse audience have sparked a new approach to channel planning by B2B marketers. It is a time of experimentation and there is still a lot to learn, but the strategy has evolved towards reaching a wider multimedia mix and introducing newer channels like audio and streaming.
- Creativity and branding in B2B
New challenges in engaging the B2B audience have inspired marketers to put more emphasis on building their brands in order to provide a solid foundation on which their content can work harder and more effectively. Creativity in B2B marketing for technology and telecommunications is blossoming as companies reimagine storytelling and finding relevant partners to deliver those stories in a compelling way.
WARC surveyed more than 330 B2B marketers in 10 markets around the world who are active in the technology and telecommunications sectors. Channel change in B2B Includes an in-depth look at each of the four topics, CMO views, data analysis and key insights. You can download the report here.
Obtained from WARC