2021 Research | The state of B2B digital marketing: 5 observations


The State of B2B Digital Marketing: 5 Findings That Will Influence Your Next Steps B2B marketers have experienced many ups and downs over the past year. Smart, data-driven adjustments to their digital marketing plans are therefore critical to future success. Advances in technology, data and digital channels have created a huge opportunity for B2B businesses to innovate and grow like never before.

But to make strategic changes and develop the best marketing plan, having up-to-date research and data is essential to support your next steps.

In May 2021, the research firm Ascend2 and digital marketing agency Wpromote surveyed 258 B2B marketers in the United States to find what critical changes in digital strategy they are using to drive more success in the year ahead.

Here are some results of the research study and how they impact you.

Finding n ° 1: Customer connection is everything.

The most important goal for B2B marketers is to increase customer engagement, improve customer experience, and improve brand awareness.

As the digital marketing landscape continues to evolve, marketers have recognized that customers are no longer happy with the B2B status quo; instead, they invest in building a more personalized, experience-driven approach. An engaging and exceptional customer experience quickly becomes a non-negotiable part of a B2B digital marketing strategy.

What are the main goals of your digital marketing strategy?

Finding # 2: Don’t overlook these digital marketing trends.

2020 presented a puzzle for B2B organizations: As traditional marketing strategies like conferences and networking-focused events became impossible, B2B marketers had to find new ways to reach potential customers.

It’s no surprise, then, that brands have embraced new social platforms, virtual events, and influencer marketing strategies that can open the door to new opportunities to build brand awareness and develop new audiences.

Which digital marketing trends do you favor?

Point: The top three marketing trends (new social platforms, virtual events, influencer marketing) are most effective when you strategically plan how the three can work together. For example, finding the best influencers in your industry who also have a strong following on the new social platforms you are targeting will help you optimize your top priorities.

Finding n ° 3: Budgets are increasing.

B2B companies have historically underestimated digital, but that is changing. 2020 has forced B2B brands to invest in their digital capabilities, including the necessary technologies and tactics (social platforms, virtual events, influencer marketing, etc.) and this trend is expected to continue. Overall, 68% of B2B marketers expect an increase in the digital budget in the coming months.

How do you think your overall digital marketing budget will evolve over the coming year?

Point: A large portion of the marketing budget is spent on marketing technology. What will executives expect when they increase their marketing technology budgets?

  • An integrated marketing plan: how will technologies work together to achieve specific goals and impact core business goals?
  • Map investments to specific strategies, such as customer engagement, customer journey, data quality, etc.
  • Collaboration between departments to get the most out of technology investments.

Finding n ° 4: Large companies find it difficult to prioritize quality over quantity.

Producing quality content, improving the customer experience, and delivering quality leads are the main challenges for companies with annual revenue of over $ 10 million last year.

As organizations grow, priorities change, as do the challenges marketers face. Small B2B businesses focus much more on the bottom of the funnel, but larger businesses focus more on the marketing strategies associated with moving up the funnel, highlighting quality content, and letting it go. ‘improvement of the customer experience.

Organizations generating less than 10 M annual turnoverOrganizations generating more than 10 million annual revenues

Finding # 5: ABM could be a game-changer.

B2B marketers who have reported the most success with their digital strategies are more likely to have a Account Based Marketing (ABM) strategy in place. ABM campaigns can cultivate engagement and drive conversions for high-value accounts by deploying targeted content and experiences. With the success marketers have experienced with ABM, expect ABM to continue to grow over the coming year.

Point: Advanced segmentation is the key to ABM’s success and its ability to deliver a better customer experience. Better segmentation can improve the performance of sales teams, emails, content programs, and ABM campaigns because every touchpoint is more focused and informative.

Final thoughts

To download The state of B2B digital marketing for data and information on trends in B2B technology, data, channels, etc.



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