While not all industries were severely impacted during the pandemic, of the B2B marketers we surveyed, most had budgets cut or put on hold at one point in the last year. To extend available budgets, marketers rethought how best to use available funds on tighter, more targeted efforts. As spend shifted to digital, companies prioritized customer retention and prospecting to specific customer segments with high-value content and offers that were relevant to them now.
What Got Better: Big, high-cost digital campaigns built for brand awareness and web traffic were frequently tabled in the last year. Instead, they focused on account efforts that looked to create deeper engagement quickly and accelerate time to revenue. According to Gartner’s 2020 CMO Spend Survey³, 63% of teams indicated their account-based program either became more important or absolutely critical to their business goals during the pandemic.