Now in its eighth year, the annual LinkedIn B2B technology market report takes a new, holistic approach. This year, we surveyed both technology decision-makers and technology marketers. We took a deep dive into what buyers want, what marketers are delivering and what is and isn’t working.
Our insights should give technology marketers food for thought – and action! We highlight their opportunities for building a more engaging brand, and point the way for them to take advantage of the ongoing growth trends in the tech world.
As business’ dependence on technology continues to increase exponentially, today’s tech buyers find themselves at the centre of the corporate stage. No longer simply a support function, IT now underpins the entire business, across applications as well as all systems and processes.
of buyers see technology as a source of growth rather than merely as an operating cost
say they are more focused on finding new ways to improve their work than on keeping costs low
The evolution of tech marketing
Is technology marketing evolving to meet buyers’ changing needs? Recent shifts in spending priorities and operating strategies, in particular, reflect marketers’ moves to engage more effectively with buyers.
of marketers said they’ve substantially increased spend on social media over the last 12 months
of marketers have increased reliance on outsourced services and manpower
5 trends showing how B2B tech marketers can bring a better brand to buyers
Times are changing. Welcome to the opportunity for building brilliant B2B technology brands.
of buyers feel that B2B advertising is too vague to be relevant to their business
of buyers feel that ads are not always appropriately targeting them
Trend 2: Cheer on branding in its long-term race
A common misconception persists that branding cannot be easily measured, relegating its position in the pecking order for budget allocation. While marketers rank branding high for long-term success, their budgets say otherwise.