B2B comes of age as marketers find new opportunities

B2B marketing is undergoing a transformation as businesses innovate and experiment with their media choices, including a newfound interest in digital audio, a new WARC study in association with Spotify finds. 

Four stats from the Changing Channels in B2B report

• Two thirds of B2B marketers globally in the tech and telco sectors intend to increase their digital audio budgets in 2021.
• Half are experimenting with channels they have never tried before as they seek to drive reach.
• Four fifths agree that they need to be more focused on building strong brands.
• Half are actively trying to find new ways to tell their brand story.

Key quote

“We’ve created a key piece of research for Spotify and other ad industry players to better understand what matters most to B2B marketers as their business needs shift and the complexity of the marketplace evolves” – Jorrit DeVries, Global Category Development Officer, Tech & Telco Vertical, Spotify.