New Channels, Better Targeting: How B2B Tech Marketing Is Changing

According to recent research from WARC and Spotify, most B2B tech and telco marketers plan to increase their number of marketing channels in their media mix and focus on driving efficiencies in targeting. 54% of respondents stated that increasing the number of channels in their firm’s media mix was part of their current strategy, and 45% said they plan to experiment with new channels in the future.

As part of their channel planning, 54% of B2B tech and telco marketers are also looking to drive efficiencies in targeting and create more personalized experiences. 73% of respondents expect their company’s investment in online video and display advertising to increase in 2021, and 66% expect their company’s investment in digital audio advertising to increase.

The report was based on data from a survey of 330 B2B technology and telecom marketers in 10 countries. 85% of marketers agree that the pandemic has driven their company to explore new routes for lead generation.