New report reveals post-pandemic marketing and branding trends


As the country continues to reopen and recover, rising consumer spending, equity values ​​and the job market are triggering an economic boom with significant growth opportunities for B2B organizations. With the post-pandemic reset providing context, Delia Associates, a leading B2B brand and digital marketing company, commissioned the study titled “Insights & Opportunities: Breaking Down the Role of the B2B Sales & Marketing Executive” to better understand the new business environment and what lies ahead.

This data, detailed in a new report released by Delia Associates, is based on an independent survey of top sales and marketing executives in April 2021. Respondents were asked about priorities in four key growth areas: leadership, marketing, branding and sales. Participants represented a wide variety of B2B industries, company size, longevity and geographic location.

Despite the pandemic and initial fears of a prolonged economic downturn, 57% of companies updated their brand in 2020 or were in the process of doing so. “Forward-thinking companies recognize the pandemic as an opportunity to retool their brand for future growth,” notes Ed Delia, president of Delia Associates. “To achieve growth during a boom, you have to be prepared to embrace growth, which requires having a brand that is properly positioned and deployed to harness that potential.”

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Additionally, among the findings detailed in Insights & Opportunities: Breaking Down the Role of the B2B Sales & Marketing Executive:

Leadership: Sales and Marketing managers were primarily hired in the company in this role and were new to leading this function. They generally think they do a good job as a leader, with only a third citing the need for leadership skills to excel in their positions. But important opportunities to improve their skills relating to the management of their teams were noted.

Branding: More than half of respondents have refreshed their brand since the start of the pandemic. Another half agree that branding and marketing are equal in supporting sales and company growth initiatives, while 47% say customers pay extra for their company’s products and / or services depending on the image and reputation of the brand.

Marketing: Marketing is considered the main function of successful sales; metrics include next generation of leads, ROI, and positive reviews. Among sales, marketing and branding, 40% of the budget should be allocated to marketing, which is largely executed through digital marketing tools and channels.

Sales: An overwhelming majority recognize the role of the brand in supporting sales. Over a third cited sales as the most essential skill for success after marketing. About a third of the total sales and marketing budget is typically allocated to sales according to desired budget allocations, slightly behind marketing (42%).

The results of the survey highlight several competitive opportunities for B2B organizations. While most B2B leaders cite marketing as essential for sales success, some fail to implement the comprehensive branding initiatives necessary to support these efforts. Conversely, marketing efforts supported by strong branding initiatives boost recognition, build loyalty, and increase positive sentimentality. Successful leaders recognize how leadership, marketing, branding and sales work together, creating a symbiotic relationship that strengthens market position, fuels the sales pipeline, and drives B2B business growth.

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