37.7
45.4
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52.1
M
1
$
Investing in events/experiential
%
59.2
Head of marketing for Europe
Canva
Amanda Zafiris
Particularly podcasts and one-on-one interviews grant you access to such a captive audience. That means when you’re talking about very complex topics, it’s a bit easier to delve into the detail. And it’s a medium that’s definitely growing.
Marketing director for digital printing and solutions, Canon UK
Khalid Aziz
B2B marketing is ripe for disruption and we’re embracing this opportunity by introducing more interactive formats such as video content, experiential media and targeted events.
Head of marketing, GFT Technologies
Katherine Lee
It’s really hard to build out a brand when you’re not present at key conferences and in front of your target audience. You’re missing out on an opportunity to be in front of a specific prospect, to get them to see your brand, talk to you and learn more.
6. Spending budget in the most effective way
Events and experiential are the major source of brand investment for B2B businesses, followed closely by social campaigns and work with a long-term focus.
Encouragingly, over half of the sample say the primary source of their brand investment is campaigns with a long-term focus. By contrast, investing in sponsorships is further down the list of priorities.
After naturally being put on ice during the pandemic, well over half of B2B marketers are sinking investment into events and experiential. Having a presence at conferences and trade shows is seen not only as a brand building opportunity, but as a chance to connect with customers informally and in person. The focus is on having a conversation, rather than the hard sell.
Virtual events are also being used to facilitate community-building, expand professional networks and share expertise.
Social media is ramping up as a source of brand investment. Businesses are experimenting with new social channels and creating video content, as well as working with a growing number of B2B influencers. These brands are also exploring the benefits of fresh formats, such as podcast series, to connect with audiences in new ways.
• Embracing brand allows marketers to consider the different channels at their disposal. Don’t be afraid to explore new channels or return to one your brand might have used previously, such as events. Marketers should consider how the nature of events has changed post-Covid and explore digital as well as real life options to connect.
57.4
%
55.3
%
Investing in social campaigns
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Investing in long-term brand campaigns
Lessons
%
Investing in PR
%
Investing in advertising to drive sales/pipeline
%
Investing in sponsorships
• Social media can be an effective way to connect with new audiences within B2B, whether that be experimenting with new channels, working with influencers or creating a content series.
• Not every channel will be right for your brand, but as B2B marketing becomes ever more creative there is space to test, learn and explore.
Marketers on investment optimisation