What happened to your marketing plans over the last 18 months? If you’re anything like the 100+ B2B technology marketers who took part in our recent specially commissioned survey into the changing landscape of B2B technology marketing, then the chances are your priorities had to shift pretty fast. It’s a perfect indication of the turbulent times we’ve been through and the difficulties marketers have had in developing and sticking to long-term plans during a global downturn. But as the survey also revealed, it wasn’t just economic factors that our sector had to contend with: the cloud became mainstream, and social media emerged as a vital B2B tool. In fact, looking back it’s actually hard to believe that those two developments have only really hit in the last eighteen months.
The survey was conducted for us by Circle Research and complements perfectly our series of video interviews with senior markets. But where the survey really comes into its own is the insight it provides into where B2B technology marketing is going in the next 18 months. Responses indicate a re-emergence of brand marketing, and increased emphasis on content and social media – all of which fit within the wider picture of a greater focus on maintaining client relationships.
To find out more – including why lead quality is now more important than quantity, and what channels B2B technology marketers expect to focus on in 2012 – download the free research report.
Author: Vanessa Cheal, Marketing Options International
