Which way now?
Mapping the route to growth for Tech Challenger companies
2022 EMEA & LATAM report
Lifting the lid on Tech Challengers
As emerging technologies and digital transformation sweep across all sectors, there are more and more opportunities for growing tech businesses to scale new heights and challenge bigger incumbents.
We’re calling these companies Tech Challengers.
Tech Challengers are ambitious, mid-market B2B tech companies that are looking to scale rapidly and are operating in highly competitive markets. With investment in early stage and high growth tech companies going up and up, Tech Challengers are attracting more capital than ever before.
It's a vibrant, growing segment and we wanted to see what else was going on under the surface. To better understand Tech Challengers’ relationship with digital marketing we surveyed over 200 senior marketing professionals across EMEA and LATAM about their specific digital advertising goals and challenges.
This report summarises the findings of LinkedIn’s research survey of the dynamic Tech Challenger segment.
Survey’s respondents and methodology
LinkedIn surveyed 210 senior technology marketing decision-makers of technology companies in EMEA and LATAM. To qualify for this survey, each company was required to have between 200-1000 employees, $50-$500 million turnover, or both. The survey was fielded in September 2021.
80% of Tech Challengers spend between 31% and 60% of their marketing budget on digital marketing, with the average being 44%
For 85% of tech marketers brand awareness is the primary objective supported by digital advertising
70% of tech marketers said that converting engagement to sales is their biggest digital advertising challenge