Capitalize on Increased Budgets & Post-Pandemic Opportunities

2020 was a banner year for B2B marketing: after years of lagging behind their B2C counterparts, B2B marketers responded to the huge changes of 2020 with rapid, massive digital acceleration. But will the transformation stick in a post-pandemic world?

We surveyed 258 top B2B digital marketers to get a glimpse into the future and identify key trends in budgets, channels, challenges, marketing technology, and more. The data did not disappoint.

Key findings include:

• 68% of B2B marketers expect digital marketing budgets to increase, but large companies are struggling to keep pace with content production, improvements to the customer experience, and quality lead generation.
• 42% of B2B digital marketers are not prepared for the death of the 3rd party cookie and do not have a plan in place to deal with data privacy challenges.
• The top two objectives for B2B digital marketers are increasing customer engagement and improving customer experience, highlighting the rise of a more customer-first approach than in the past.