{"id":1746,"date":"2020-06-15T06:39:08","date_gmt":"2020-06-15T06:39:08","guid":{"rendered":"https:\/\/britopian.com\/?p=1746"},"modified":"2023-11-01T09:24:13","modified_gmt":"2023-11-01T09:24:13","slug":"b2b-marketing-technology-trends","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/data\/b2b-marketing-technology-trends\/","title":{"rendered":"Top 5 B2B Technology Marketing Trends Impacting Business"},"content":{"rendered":"
One common theme about B2B technology marketing trends is that they don’t shift much from one year to the next. It’s typically the same headline over and over, but the context is different. B2B brands need to focus on influencers. Content marketing should be prioritized. Generating leads is the only way to go.<\/p>\n\n\n\n
B2B technology trends are not predictions. They are not what we think will happen in the coming year. Most trends are recycled year by year and just called something different. B2B technology trends and marketing best practices are happening now. Today.<\/p>\n\n\n\n
And, that’s why we wanted to look at the current trends and best practices for B2B tech marketing so you can stay ahead of the curve and integrate these ideas into your B2B marketing strategy<\/a>.<\/p>\n\n\n\n I’m a huge fan of Gartner. They consistently create insightful content, and their latest report is no different. In the report, they list the Top 5 Emerging B2B Software Marketing Trends<\/a> for 2022:<\/p>\n\n\n\n Gartner defines an emerging trend as “a new trend that is just beginning to impact B2B industry marketing or what is having a significant impact right now.<\/p>\n\n\n\n So, what can we glean from this list? First, let’s take a closer look.<\/p>\n\n\n\n According to Gartner<\/a>, 72% of the budgets are now allocated to digital marketing channels, including paid, earned, and owned media.<\/p>\n\n\n\n The pandemic impacted enterprise companies globally\u2013budgets, sales, the customer journey, etc. And, even though digital marketing budgets<\/a> were only 6.4% of company revenue in 2021, they have bounced back this year to 9.5% in 2022.<\/p>\n\n\n\n The dominance of paid channels among top B2B tech marketing budgets reveals a decisive shift away from organic tactics. This concentration of spend in paid media strategies<\/a> demonstrates that paid has become the primary driver of customer acquisition strategy.<\/p>\n\n\n\n What factors underpin this rise to prominence? The targeting precision, measurable ROI, and perceived reliability of paid against declining organic make it an appealing option for tech brands vying for buyer attention in a competitive landscape. Even as costs escalate, these marketers double down on paid – likely because it delivers results.<\/p>\n\n\n\n While potentially more expensive, paid’s position at the top indicates that tech companies see it as an efficient way to reach buyers at scale. And with buyers spending less time on owned channels, paid provides a controllable alternative amid the organic volatility across platforms. In short, paid’s targeting capabilities and return justify its surging budget allocation despite higher costs. For ambitious growth, paid delivers the reach and ROI needed to attract tech buyers.<\/p>\n\n\n\nTop 5 B2B Technology Marketing Trends<\/h2>\n\n\n\n
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1. Digital Marketing Budgets Shifting to Paid<\/h3>\n\n\n\n