The past two years have reshaped B2B tech marketing - learn how marketers are turning challenges into opportunity.
This report reveals how marketers are responding and what the future holds for B2B tech marketing.
From resilience to optimism
As marketing teams process the transition from from short-term, performance-driven marketing, a more channel-neutral, customer-first approach is coming into play.
Brands are moving beyond siloed tactics to embrace multi-touchpoint engagement, combining digital and traditional formats to create deeper connections with customers. The focus is no longer just on immediate lead generation and conversions but on building resilience and long-term brand equity.
Based on research from 375 senior B2B marketers across fintech, cybersecurity, telecoms, and enterprise tech, uncovers:
- The biggest challenges marketers faced from 2022-2024—and how they adapted
- The shift towards channel-neutral, multi-format marketing
- How brands are balancing performance marketing with brand-building
- Key investment trends in content, digital, and industry engagement
- The future of B2B marketing: what’s changing, what’s staying, and what’s next
