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New Research: 70% Of B2B Marketers Project Minimal Shift In Budget Amid COVID-19

The COVID-19 pandemic has forced many B2B organizations to pivot strategies and cancel in-person events. But on a positive note, new research from publisher Aggregage shows a majority of marketing budgets won’t be too drastically impacted. Specifically, 72% of marketers project overall 2020 B2B marketing budgets will increase, stay the same or only be cut moderately (by less than 20%).

The company surveyed more than 450 B2B marketing professionals to gauge how the COVID-19 will impact their marketing strategy for the remainder of the year.

Key findings of the research include the following insights:

70% will cancel all or some live events for the next 60 days, and nearly 25% plan to cancel some or all live events for the next six months;

65% plan to reallocate some or most of their live event budgets to online events, such as webinars;

Top spending categories — for those planning to reallocate live event budgets — are content creation, hosted and sponsored webinars, social media marketing, search engine optimization and industry vertical lead generation programs; and

Software and healthcare marketers appear best positioned to maintain marketing spending and activity, while those in manufacturing and business services are feeling the largest impact.

“The impact of COVID-19 on the world and on B2B marketing will be felt throughout 2020,” said Robert Flynn, CEO of Aggregage, in a statement. “Many B2B marketers expect online events and other digital programs to replace the lead generation they were counting on from live events.”

 

Tropic Launches Buyer Enablement Platform Following Seed Round

Tropic has announced the general availability of its buyer enablement platform after securing $2.1 million in seed funding from the Founder Collective, with additional financing from Company Ventures and individual investors. The company said it will use the funding to expand its New York headquarters and scale its engineering, operations and go-to-market teams. Micah Rosenbloom, Partner at Founder Collective, will join Tropic’s board.

Watch Now: The Essential Components Of A Cross-Functional ABM Strategy

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Last week, we published a video uncovering the biggest developments in ABM. This week, we’re sharing more ABM insights from Demand Gen Report’s Andrew Gaffney and Andrew Mahr, Chief Customer Officer at Triblio. Recorded live at #B2BMX as part of Triblio’s “Ask an ABM Expert” series, this conversation covers sales activation in a more nuanced way, and why it’s important for marketers to target segments with help from sales to win with an ABM strategy.

B2B Orgs Make Authentic Connections With Audiences On Social Channels Amid ‘Social Distancing’

During a time when “social distancing” has become the new norm, it’s no surprise most people are turning to social media to connect with friends, family, colleagues and buyers. The digital world has quickly become a safe alternative for B2B organizations to maintain relationships with prospects and customers alike, as in-person interactions are not an option for the time being. And while social media always has been a top channel for sales reps to engage with prospects and customers, and for businesses and individuals to share thought-leadership content with audiences, this “new reality” has shifted marketing strategies, requiring reps to rethink traditional tactics to cater to the needs and pain points of modern buyers during this unsettling time.

The High-Tech CMO’s Marketing Imperatives For 2020

Everyone is talking about the importance of customer experience across the marketing landscape, and CMOs in the high-tech vertical seem to be feeling the most pressure. In high-tech, customer experience is fundamental, as it relates to the experience that a company’s products deliver to its users. But these days, customer experience must extend well beyond products to encompass every touchpoint along a customer’s path to purchase and beyond — and must do so in real-time.  

New Alyce Gifting Tool Aims To Make Tactile Marketing Personal & Measurable

Alyce, an AI-powered gifting platform, has launched Swag SelectTM, a new solution designed to help marketers personalize gifts to potential clients and keep track of them during delivery, avoiding undelivered packages and no visibility into their impact.

With the new addition to the Alyce platform, customers will be equipped to expand the core value of Alyce across the customer journey, according to the company. Swag Select is designed to streamline gifting by enabling users to:

  • Track a package by individual, allowing senders to measure and attribute the influence of each mailer on pipeline; and
  • Send premium swag items from the Alyce catalog and third-party swag suppliers in a customer marketplace.

{loadpostion GIAA} “The current state of the world is fundamentally forcing companies to rethink sales and marketing right now and the entire approach they are taking,” said Greg Segall, CEO of Alyce in a statement. “That includes how companies manage swag, which has been broken for a long time. Swag Select is an extension of the Alyce platform that helps companies create stronger personal bonds with everyone they do business with, while helping businesses save time, money and the environment.”

Alyce found that companies spend an average of $185,000 on swag per year, with no real way of gauging ROI. With Swag SelectTM, every item of swag delivered is tracked to a specific individual, so companies can measure and attribute the influence the selected swag has on a company’s pipeline and customer base.

“As the digital space becomes more saturated than ever before, marketers are looking to break through the clutter while ensuring the highest impact across every program,” said Blake Grubbs, Senior Manager, Product Marketing at Alyce. “Swag Select gives full transparency into the ROI of swag, allowing marketers to measure and report on swag across different use cases, which was never before possible.”

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