B2B Tech Marketers Are Increasing Their Use Of Marketing Technology In 2022, According To New Research From FINITE And 93x

Only 2% of B2B tech marketers are cutting back on their use of marketing technology in 2022, and 63% are looking to increase their use, according to new research from 93x, the digital marketing agency specialising in SEO and PPC for tech and SaaS businesses. The report also reveals that 64% of B2B tech marketing budgets have increased this year; in line with rising demand for MarTech.

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With increased budgets comes an increased demand for ROI attribution, but more than half of B2B tech marketers cannot measure the impact of marketing on revenue and almost half are actively working on it. This presents opportunities for MarTech tools and platforms to meet this challenge.

93x surveyed 91 B2B technology and SaaS marketers in the FINITE community, and found that over three quarters of B2B tech marketers state that support and understanding for marketing at board or senior leadership level is increasing in their organisation.  Elaboration on this increased support credits, “more data, more visibility.”

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The report also looked at channels and strategies set for 2022 in B2B tech and SaaS marketing, such as an increased focus on brand, ABM and separate virtual and face-to-face events, but not hybrid.

Finally, B2B tech marketers revealed their biggest challenges for 2022. 48% think their biggest challenge will be ‘attribution and tracking ROI’, 32% think ‘building a strong brand’ will be the most challenging, and 32% think their biggest challenge for 2022 will be achieving sales and marketing alignment.

“The findings from FINITE’s B2B marketing trends report seem to follow a pattern – more budget and responsibility to be granted to marketing teams to tackle the increasing expectations from buyers with ever increasing choices,” – Kartik Krishnan, New Markets Expansion Lead at Beamery

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[To share your insights with us, please write to sghosh@martechseries.com]