60% of tech company CMOs will redefine their marketing plan before the end of the year

Increasing sales and revenue before the end of the year is the main objective for 84% of marketers in the technology sector, followed by customer loyalty (58%) and brand awareness (46%)

Socio-economic uncertainties and the need to support the increase in company sales are going to force 60.7% of those responsible for B2B marketing in technology companies to redefine their marketing plan before the end of the year. What’s more, one in three respondents plan to increase their current marketing plan, according to the MarTech Trends Observatory “Keys and trends of B2B Marketing in the technology sector” produced by omnitel.

According to Gartner estimates, 62% of marketing managers have changed their sales channel priorities, allocating more than 70% of the budget to digital channels in 2022. Based on this global analysis, Omnitel wanted to analyze the real context in Spain taking the pulse of a hundred B2B marketing managers from technology companies to find out, among other things: what the priorities of digital marketing actions are, the relevance of the different demand generation techniques, the preferences for generating brand awareness or knowing companies’ innovation tools and channels. Among the main conclusions gathered at the Observatory, the following stand out:

60% of marketers will redefine their marketing plan by the end of the year either for external socioeconomic reasons or for internal issues related to budget adjustments or investment priorities. The objective sought with the reorientation is to prioritize certain channels and focus on new digital experiences, try new sales channels or design new go-to-market strategies and approaches.

84.5% of marketing managers will prioritize generating sales. The need to strengthen operational and commercial results has increased the pressure on CMOs when it comes to improving the lead conversion rate over actions aimed at retaining existing customers (58.2% of responses) or generating image of brand (46.4%).

Face-to-face events return once the restrictions of the pandemic have been overcome. For 36.1% of those surveyed, face-to-face events are the main action to generate brand awareness of their company, followed by content marketing (25%) and SEO (20.4%).

On the contrary, telemarketing actions, webinars and programmatic advertising are reduced. The participants in the study indicate telemarketing (27.4%), webinars (19.8%) and programmatic advertising (17.9%) as least priority marketing actions. The less relevance of webinars is striking considering the rise and importance they have had during the pandemic, which suggests that companies are not having the appropriate tools and channels to identify and profile their potential customers through These types of events are not knowing how to take advantage of the experience acquired to promote hybrid events.

CMOs turn a deaf ear to podcasts. Despite the increase in podcast audiences (more than 383 million listeners in 2021 according to Statista), advertising on this channel is the least preferred option for almost two in five (38.9%) respondents. A percentage that suggests that B2B marketers do not follow the same trend as B2C marketers.

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