2021 State of B2B Digital Marketing

B2B marketing is changing—fast. Learn what challenges, priorities, and strategies top B2B marketers are planning for this year in our brand new trend report for 2021.

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Capitalize on Increased Budgets & Post-Pandemic Opportunities

2020 was a banner year for B2B marketing: after years of lagging behind their B2C counterparts, B2B marketers responded to the huge changes of 2020 with rapid, massive digital acceleration. But will the transformation stick in a post-pandemic world?

We surveyed 258 top B2B digital marketers to get a glimpse into the future and identify key trends in budgets, channels, challenges, marketing technology, and more. The data did not disappoint.

Key findings include:

  • 68% of B2B marketers expect digital marketing budgets to increase, but large companies are struggling to keep pace with content production, improvements to the customer experience, and quality lead generation.
  • 42% of B2B digital marketers are not prepared for the death of the 3rd party cookie and do not have a plan in place to deal with data privacy challenges.
  • The top two objectives for B2B digital marketers are increasing customer engagement and improving customer experience, highlighting the rise of a more customer-first approach than in the past.



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