Helping to understand the status and future of marketing in a technical B2B marketplace
Here at Motion Marketing, even before the pandemic, we were seeing significant advancement in digital marketing, not just on a technical side but also on a brand creative side – the positive effects of having a strong online marketing strategy were being seen. But when the pandemic arrived we believed all of this has been accelerated at an even greater pace.
The aim of this study was to qualify if others in the technology industry were seeing this trend and how people perceived what has changed, and how that has influenced their plans ongoing.
As a niche technical marketing agency we were also interested in seeing how people faired who have been outsourcing elements of or all of their marketing.
Post-pandemic marketing research and analysis that includes:
- Marketing Strategy and Priorities
- Digital marketing – website business value
- The importance of visual brand identity in a post/mid pandemic marketplace
- Outsourcing investment and success evaluation
Priority 2023 Marketing Strategies and how they are performing in IT, Manufacturing & Engineering
Digital marketing is still a priority for the next 12 months. 60% of IT and 46% of M/E companies engaged in more social media during and since the pandemic. Website improvements have been a key focus for just over half. However, more needs to be done on creating content and SEO to drive website success.
Sales growth through lead generation is key, with over 60% of the 300 companies interviewed receiving leads on a weekly or daily basis. But there is a significant difference between IT with 72% receiving leads on a weekly or daily basis, versus only 44% of M/E companies. An inbound marketing strategy is a must to develop a brand presence and generate leads. SEO included.
Importance of online brand – 65% sees their online brand as more important now than it was three years ago. However, less than a third thinks that their visual brand identity is strong enough to give a competitive advantage. Post-pandemic, and with more solution selection online, your team and solutions need to be portrayed correctly and pushed to the fore.
Success in outsourcing – Our report indicates a correlation between outsourcing specialized skills and successful results. 74% of businesses that outsourced most of their marketing are also receiving leads on a weekly or daily basis.
If you are after a strategic discovery session for your organisation please do not hesitate in reaching out to the Motion team. We can give you an evaluation of your existing marketing, plus deliver a plan of action for your onging requirements and campaigns.
”Regular content additions are a top priority in both IT (45%) and Manufacturing / Engineering (48%) to enhance website results.”
About the Q1 2023 B2B Marketing Research Study
Motion Marketing conducted a research study with Sapio Research, a specialist research organisation regular connecting with the technical business industry. The survey was conducted with 150 respondents working in the IT sector and 150 in Manufacturing and Engineering, all businesses based in the UK. The aim was to get a strong understanding of the key marketing challenges and priorities of senior management and key marketing decision-makers.
Decision maker profile: Owners, CxOs, Sales Directors, Marketing Directors, and other heads of department. Companies ranged in size from SMEs to businesses with up to 750 employees and £500m+ in annual turnover.
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At Motion Marketing we specialise in the Technology, Manufacturing and Engineering sectors. We speak your language and can work with you as a strategic partner or focus on specific areas.