WARC, in collaboration with Spotify’s advertising arm, has published an analysis of B2B marketing in the technology and telecommunications sectors. The report looks at issues that B2B marketers are focusing on in these industries and how they plan to develop their marketing strategies through 2021.
The study is based on interviews with marketing directors from leading companies in the technology and telecommunications sectors as well as a survey of more than 330 B2B marketers in these industries in 10 markets worldwide. The data from this research, conducted in November 2020, has been combined with WARC’s global data, industry knowledge, examples and experts, the agency explains.
“The changes highlighted in this report make the coming year a real opportunity for B2B marketers in technology, telecommunications and beyond. Consumer habits were disrupted. Communication is reconsidered. There are new ways to reach end users. It is ultimately a time when quick-thinking marketers can take advantage, ”he said David Tiltman, VP Content, WARC.
New challenges in engaging the B2B audience have inspired marketers to put more emphasis on building their brands to provide a secure base from which their content can work harder and more effectively. More than 80% of respondents agree that they need to focus more on building strong brands.
Jorrit DeVries, Development Officer for Global Categories, Tech & Telco Vertical, Spotify Commented: “Together with WARC, we conducted an important study for Spotify and other advertising players to better understand what is most important to B2B marketers as their business needs change and the complexity of the market evolves. We will use the results to help these marketers understand how digital audio can be used to create impact and creativity. “
The main topics described in the report “Channel Change in B2B” were:
1. The transformation of B2B
2. Change in B2B target groups
3. The new possibilities for B2B marketers to increase reach through channel planning
4. Increase in creativity and branding in B2B
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. 51% of respondents are actively trying to find new ways to tell their brand story.