Increased investments in digital platforms to be a permanent change

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 28, 2021, 2:43 AM UTC

Twitter’s survey in collaboration with Bain & Company from Q2 2020 to Q2 2021 highlights how B2B marketers have fared in the new normal.

The proportion of survey respondents reporting revenue growth jumped to 200% YoY, as the pandemic transformed how tech marketers and buyers interacted. 76% of B2B buyers claimed they are actively making new tech purchases, compared to 20% in 2020.

Most buyers trust the credibility and the broader awareness of the B2B community, with 99% of buyers trusting peers the most. When it came to demand, over 50% of marketers reported an increase of targets in their pipelines and campaigns since Q2 2020. Marketers can use empathy to connect with buyers, as most B2B marketing relies on pandemic messaging to target buyers.

60% of B2B marketers have increased investments into digital platforms to improve brand awareness, and 70% expect this to be a lasting change. Marketers can leverage hybrid events to attract consumers, as most buyers (64%) say they will continue attending virtual events. For example, Microsoft’s hosted its #MSBuild and #MSIgnite conferences as virtual events to boost accessibility for audiences worldwide.

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