The 2020 What's Working in B2B Advertising Report

August 18, 2020

With events and face-to-face engagement off the table, B2B marketers have been forced to accelerate the transition toward a digital-only mindset. While some traditional strategies have taken a backseat, others are being tweaked and expedited to cater to audiences working from home. This has led B2B organizations to rethink their ad strategies and shift ad dollars to drive greater demand and reach buyers on the channels they frequent most.

B2B advertising is playing an even bigger role within marketing strategies following COVID-19. In fact, research from eMarketer revealed B2B digital ad spend will hit $8.14 billion this year — a strong bump of 22.5% compared to 2019. 

“Companies have had to really migrate their strategies,” said Michael McLaren, CEO of Merkle, a performance marketing agency. “In the first three months, there was a shift to virtual events and the creation of webinar content. I feel like we're moving into the next evolution of that, where it's going to be a combination of smaller activity and events, and more heavy lifting of the digital ecosystem, which is where digital advertising comes in.”

This special report from RollWorks and Demand Gen Report uncovers the key areas to focus on when revamping a digital ad strategy during the pandemic, including:

  • How B2B marketers can fill the demand gap with more precise targeted advertising
  • Why account-based ads position marketers to supply the level of personalization needed to attract audiences
  • Interactive strategies for delivering engaging B2B ads
  • How intent insights develop a value-driven, relevant ad strategy
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