How do B2B marketers reach decision-makers in the industry? Which channels do they use? Which developments are of interest to them and how are marketing budgets being used today and in the future? In an industry survey, the Vogel Communications Group, a comprehensive service provider for B2B communication, interviewed around 600 marketing experts from the most important industrial sectors and identified the B2B marketing trends for 2020.
B2B marketers face many challenges. The three most frequently mentioned include: expanding market share, acquiring new customers and finding qualified employees. The focus of marketing experts from the industry is on efficiency and growth.
In order to achieve their communication goals, marketing decision-makers primarily rely on the company's own channels. For example, websites, newsletters, events, blogs etc. are the most important platforms for 94.5% of respondents. They were followed by search engines with 87.6%, trade fairs with 87.3% and specialist media with 83.4%. The survey showed that B2B marketers use a wide range of marketing measures, with search engine optimization and lead generation being among the most relevant.
Looking at the development of budgets, marketing decision-makers want to invest more in digital marketing, employer branding and brand management. Companies want to be found, generate new contacts and clearly quantify the return on marketing. The survey shows that B2B marketers are focusing more on the corporate brand overall.
One key finding: the power of a company's own brand is increasingly becoming a critical success factor. Whether printed, digital or live - the brand experience is playing an increasingly decisive role for users. For B2B marketers, this requires an increasing investment in their own brand as well as a professionalization of their own communication channels and contact points.
The top marketing trends include content marketing (81.6%), marketing automation (48.4%) and mobile first (28.8%) (see chart). High-quality and useful content is therefore another important success factor for B2B marketers. There is a need to catch up here, especially for the next generation of decision-makers. What is needed are communication solutions and platforms that offer real value.
In order to meet the specific information and communication needs of the younger target group (currently under 30-year-olds), other channels, measures and solutions will play an increasingly important role in future: These include influencers, YouTube and chatbots, for example.
A detailed summary of the results can be found here.
Background: The survey on B2B marketing took place from March to May 2019. Around 600 marketing experts from 14 sectors took part in the survey. They come from mechanical engineering, automation technology, the automotive and supplier industry, electronics, plant and apparatus engineering, the chemical/pharmaceutical industry and metal production and processing, among others. The respondents work in companies of all sizes, with more than 60 percent in managerial positions.
In addition to the trends and challenges of B2B marketing, around 1,000 decision-makers in the industry were questioned in a further survey: What sources of information do they use? How helpful are the information sources for their own work?
A detailed summary of the results of both surveys can be found here.
Journalists can request the study at pressestelle@vogel.de.
Vogel Communications Group is one of the leading service providers for B2B communication in the German-speaking world. Its headquarters are in Würzburg. With four agencies in Berlin, the Group offers comprehensive communications expertise. The Group's services range from trade media, corporate publishing, social media services, PR, trade fair services, networks and communities to market intelligence & insights and an in-house congress center. The publishing areas include 100+ trade journals, 100+ web portals, 100+ business events as well as numerous mobile offerings and international activities. The print and digital media open up access to 14 sectors in the five economic fields of industry, automotive, information technology, law/economics/taxes and B2B communication.
