B2B Comes Of Age As Marketers Find New Opportunities

WARC in association with the advertising arm of Spotify has released an analysis of B2B marketing within the technology and telecommunications sectors. The report looks at themes that B2B marketers in these industries are focusing on and how they are planning to develop their marketing strategies into 2021.

The study is based on interviews with chief marketing officers from leading businesses in tech and telco, in addition to a survey of more than 330 B2B marketers within these industries based in 10 markets across the world. The data from this research, conducted in November 2020, were combined with WARC’s global data, industry knowledge, examples and expert contributors, explains the agency.

“The shifts highlighted in this report makes the year ahead a real opportunity for B2B marketers in tech, telco and beyond. Consumer habits have been disrupted. Communications are being rethought. There are new opportunities to reach end users. It is ultimately a time when quick-thinking marketers can gain advantage,” noted David Tiltman, VP Content, WARC.

New challenges in engaging B2B audiences have inspired marketers to put more on building their brands, in order to provide a secure base from which emphasis their content can work harder and more effectively. More than 80% of respondents agree that they need to be more focused on building strong brands.

Jorrit DeVries, Global Category Development Officer, Tech & Telco Vertical, Spotify stated, “Together with WARC, we’ve created a key piece of research for Spotify and other ad industry players to better understand what matters most to B2B marketers as their business needs shift and the complexity of the marketplace evolves. We’ll be using the findings to help these marketers understand how digital audio can be leveraged to deliver impact and creativity.”

The key themes outlined in ‘Changing channels in B2B’ a report were:
1. The reshaping of B2B
2. Change in B2B audiences
3. B2B marketers’ new ways to drive reach through channel planning
4. Rise of creativity and brand building in B2B

Creativity is flourishing in tech and telco B2B marketing, as businesses place a new significance on storytelling and finding relevant partners to deliver those stories in compelling ways. 51% of respondents are actively trying to find new ways to tell their brand story.