If there’s one thing that we can be certain of in B2B marketing, it’s that the tech industry is a trailblazer for everything that’s new, interesting and innovative. More so than any other sector, tech companies are always fastest to recognise, explore, embrace and successfully deploy new techniques and technologies, and create learning and lessonsfor those elsewhere to follow.
So for that reason, understanding developments in this sector, and how it influences the rest of B2B, has always been a key priority for us at B2B Marketing.
But the increasing global nature of technology is serving to make that challenge more acute and more urgent. World beating tech firms now originate from all over the globe, not just in Silicon Valley, and consequently best practice in B2B tech marketing is becoming similarly as diverse and fragmented, as companies with very different cultures address challenges an opportunities in both dramatically and subtly different ways.
In collaboration with specialist tech sector agency Kingpin, we wanted to understand just what these differences in tech marketing looked like around the world, where marketers were prioritising and – most importantly of all – what success looked like in different territories and regions. This study seeks to achieve just that: by polling marketers in each of the three major tech regions (AsiaPac, EMEA and North America), and comparing results, we’ve built up an intriguing picture of different attitudes and preferences around the world.
We found the results fascinating and enlightening, once again highlighting the rich and nuanced tapestry that is B2B marketing.
For ease of access and reference, we’ve focused this report on the ten key findings, and have examined each one in detail. We hope you enjoy them.
