"Changing Channels in B2B" study finds work from home culture has amplified the voice of a new generation of B2B influencers in the tech and telco sectors

WARC in partnership with Spotify release new research: Changing Channels in B2B
03 de febrero de 2021

WARC in association with the advertising arm of Spotify, released an analysis of B2B marketing within the technology and telecommunications sectors. The report looks at themes that B2B marketers in these industries are focusing on, and how they are planning to develop their marketing strategies into 2021.

The study is based on interviews with chief marketing officers from leading businesses in tech and telco, in addition to a survey of more than 330 B2B marketers within these industries based in 10 markets across the world. The data from this research, conducted in November 2020, were combined with WARC's global data, industry knowledge, examples and expert contributors.

David Tiltman, VP Content, WARC, says: "The shifts highlighted in this report makes the year ahead a real opportunity for B2B marketers - in tech, telco and beyond. Consumer habits have been disrupted. Communications are being rethought. There are new opportunities to reach end-users. It is ultimately a time when quick-thinking marketers can gain advantage."

"Changing channels in B2B" includes a deep-dive into each of the four themes, CMO views, data analysis and key takeaways. The report is available to download here.