33.4% of B2B marketers plan to increase budgets in the fourth quarter of 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 19, 2021, 2:40 PM UTC

MeritB2B’s latest survey highlights B2B marketers’ plans for innovation in 2021 Q4 and beyond.

The study found 33.4% of B2B marketers are planning to increase their budgets in the next quarter across a host of omnichannel marketing initiatives. They are also planning to add more channels to their marketing mix including video, CTV, mobile and social media.

To create a 360-degree B2B marketing approach, B2B marketers are planning to focus more on measurement, data and campaign coordination. Half of B2B marketers also believe that campaign attribution is the most important measurement to invest in.

MeritB2B’s CEO Rob Sanchez said, “Innovation is crucial for B2B marketers to capture growth across customers and prospects.” Sanchez further added that B2B marketers would need to take a smart, data-driven approach towards marketing to be relevant in the future industry.

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