Want to keep reading?

First Name
Last Name
You're opting in to RollWorks (a division of NextRoll, Inc.) marketing communications.
You can learn all about our data collection practices in our Privacy Notice and CCPA Notice at Collection.
If applicable, I also consent to having my personal information transferred out of the European Economic Area, Switzerland and/or the United Kingdom to the United States.
Thanks! We hope you enjoy our content.
Error - something went wrong!

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
Previous Flipbook
7 Ways to ABMify Your Demand Gen Programs (With Just a Few Clicks)
7 Ways to ABMify Your Demand Gen Programs (With Just a Few Clicks)

Most marketers want the same thing: better results and a happier sales team. That’s a no-brainer. And one o...

Next Flipbook
N.A.W. (Not Another Webinar): How to Revive a Fatigued Channel + Fight Burnout
N.A.W. (Not Another Webinar): How to Revive a Fatigued Channel + Fight Burnout

Webinar engagement is down across the board. See our tips and tricks for fighting webinar burnout and refre...

Close B2B deals faster with RollWorks