B2B tech marketers: here's the score

TOP TIPS TO TAKE AWAY

What it all means for you

You’ve seen the stats, the trends, and the forecasts.
But as a B2B marketer, what do you do next?

Here are our tips to help you make the most of the research:

Business models are changing. So, you’ll need to realign your sales and marketing for the shift in customer expections.

Top tip

Base your strategy around how your customers are reacting to change, and how you can demonstrate your shared values during this time. Spend time collecting better insights to improve your knowledge on your customers’ expectations.

With all marketing events and sales work going digital, you’ll need more interactive ways to engage with customers.

Top tip

Webinar fatigue and ‘death by PowerPoint’ have set in already for many decision-makers. There are so many new and amazing ways to engage through online and virtual events now, your customers will be expecting more valuable experiences.

Digital and data-driven marketing aren’t new. But the spotlight falls on doing them right.

Top tip

With every advertiser moving online, now is the right time to customize and cut through the noise with better audience insights. Review new tech and data sources to increase personalization, and deliver more relevant messages for your customers.

Evolution will create strong, sustainable brands for the future

We are pleased that almost half of our clients (48%) see positive outcomes arising out of COVID-dictated changes.

Automation can deliver better strategy – but look closely at data integration across your MarTech stack.

Top tip

With Martech becoming more complex, so does the data you need to make sense of. And if it’s not integrated with all campaign processes, you’ll likely miss key insights as you work. A single, global reporting framework is tough to achieve, but critical to learning what drives success.

Marketers don’t always get full visibility of product development. Changes happen fast, and you hear about them late.

Top tip

If you don’t have full visibility of product development, you have to craft new propositions quickly. Get the right partners around you – ones who understand new products and can bring them to life quickly. You can’t afford to explain (and re-explain) technical details before you get the support you need.

Yes, focus on ROI data-driven partners. But you can’t afford to overlook other crucial skills.

Top tip

Your market moves fast, so you need partners who deliver insight driven ideas that work across all channels and content, in less time. Consider how your agency partners are driving integrated success through creative thinking and executions to give your campaign edge, and delivering better ROI.

While the road ahead will be challenging for many companies, we believe this evolution in how products and services are brought to market will create strong, sustainable brands for the future.

Thank you

twogether is grateful to its clients for participating in this research and look forward to enduring partnerships through the dramatic changes ahead.

We'd also like to thank Next 15 for commissioning this important research, and our sister agency Savanta for the data collection and analysis.