Wpromote’s annual State of B2B Digital Marketing Trends report is important to the industry as the pandemic unleashes a wave of rapid digital transformation, accelerates shifts in data privacy and economic uncertainty begins to impact budgets. provides a snapshot of the moment.
Wpromote, recently named the second fastest growing agency by Adweek, partnered with research firm Ascend2 to survey 321 B2B marketing professionals representing US companies, $5 million, with more than 50 employees. Custom surveys explored strategic priorities and challenges at scale, as well as specific channels, tactics and trends.
The big picture was optimistic. His 74% of B2B marketers expect their budgets to increase over the next year, up from 68% last year in 2021. Half cite social media as their biggest revenue-generating channel, and 52% plan to increase their social budget. .
However, significant differences emerged between various groups, including best-in-class marketers, CX specialists, and executives.
- Over two-thirds (67%) of best-in-class B2B marketers feel fully prepared for impending data privacy changes, while marketers overall feel fully prepared of only 36%.
- Nearly half (48%) of B2B marketers who deliver the best customer experience prioritize first-party data, compared to 17% of other marketers.
- Management ranked retention as the second most important goal after revenue, but it didn’t even rank in the top five in any other area.
Christine Schrader, Head of Content at Wpromote, said: They focus on lifetime value as a key performance metric, invest in full-funnel marketing, and prioritize first-party data. These companies operate at the level of her B2C marketing team, which is top notch, so they’ll be hard to beat. “
The report breaks down three key focus areas that spotlight additional insights from agency experts: lead generation, customer experience, and data privacy. A complete report and analysis of the survey data is available here.
Join the Martech Cube Podcast for forward-thinking Martech trends, Martech news, and updates from business experts and leaders.