What Pandemic Poll Data Reveals About The Future of B2B Marketing

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Forever altered by the pandemic, which new instructions is B2B advertising and marketing going, and what’s in retailer for entrepreneurs in 2022 and past?

To assist reply these questions and others, we’ve tapped into our ballot knowledge to see how the pandemic has affected how B2B entrepreneurs work, their outlook for the longer term, and what we’ve collectively misplaced and gained over the previous yr and a half.

Audience ballot knowledge gives a precious gauge on the heartbeat of B2B entrepreneurs, and for over two years we’ve run weekly social media polls on our Twitter and LinkedIn* pages.

The perception you’ve shared with us through the pandemic offers us perception into what’s modified, what’s gone for good, and what might come again stronger than ever in B2B advertising and marketing.

We’ll use our personal ballot knowledge to try the B2B advertising and marketing tendencies which have emerged throughout this unprecedented yr and a half.

Building on the insights we shared in “B2B Marketing Poll Sentiment: 15+ Eye-Opening Insights To Fuel Summer Success,” our most up-to-date ballot numbers paint a sometimes-surprising image of B2B advertising and marketing sentiment in 2021.

Let’s soar proper in and have a look.

Pandemic Poll #1 — Work Volume

The first pandemic associated ballot we carried out was on April 14, 2020, once we requested B2B entrepreneurs how the amount of work they’ve performed with influencers had modified through the first few months of the worldwide well being disaster.


At that time comparatively early within the pandemic, 36 % of our respondents famous a rise of their use of influencers in advertising and marketing efforts.

Pandemic Poll #2 — Learning New Skills

A month in a while May 12, 2020, our second pandemic-related ballot requested B2B entrepreneurs whether or not they had used their time throughout quarantine to study new advertising and marketing abilities on-line.

A large 63 % of respondents mentioned that that they had certainly discovered new abilities on-line whereas isolating.


Pandemic Poll #three — Pain Points

As the pandemic moved into summer season, on July 7, 2020 we had been curious in regards to the ache factors B2B entrepreneurs had been being confronted with.



Decreasing enterprise or budgets was the highest concern, with 64 % of our Twitter ballot respondents saying that was their largest pandemic ache level, a sentiment shared by 46.2 % of our LinkedIn respondents.

Pandemic Poll #four — The Rise of Virtual Events

As the summer season wore on, digital advertising and marketing occasion choices began appearing as options to long-standing in-person occasions, and on July 20 we puzzled what number of such occasions B2B entrepreneurs had been planning to attend through the second half of 2020.


Most B2B entrepreneurs deliberate to attend between one and 5 digital occasions earlier than the top of 2020, with 11 % noting they’d attend between six and ten on-line occasions.

Pandemic Poll #5 — Long-Term Remote Work Feasibility

On August 18, 2020 we wished to study extra about how B2B entrepreneurs had been feeling in regards to the long-term feasibility of distant work.



By this time, most B2B entrepreneurs had a lot higher acceptance when it got here to the long-term feasibility of distant work than they did earlier than the pandemic.

This ballot backed this notion, with over three quarters of respondents on each our LinkedIn and Twitter polls saying that that they had both extra acceptance or a lot higher acceptance of distant work as a long-term follow.

Hybrid work eventualities are additionally very a lot an element of persevering with conversations in regards to the future of work, as I lately explored in “Hybrid & Remote Work Trends That Will Alter The Future Of B2B Marketing.”

Pandemic Poll #6 — Post-Pandemic Marketing Predictions

When autumn rolled round, on September 2, 2020 we requested B2B entrepreneurs which class of advertising and marketing they believed could be an important in post-pandemic enterprise advertising and marketing.



39 % of our LinkedIn ballot takers mentioned that always-on advertising and marketing could be an important sort of post-pandemic advertising and marketing, adopted by 26 % who mentioned search and social, 19 % who picked advertising and marketing expertise, and 16 % who picked influencer advertising and marketing.

40 % of our Twitter ballot respondents mentioned that search and social can be most necessary, 30 % mentioned advertising and marketing expertise, 16.7 % choosing influencer advertising and marketing, and 13.three % for always-on advertising and marketing.

The outcomes level to the combined viewpoints and uncertainly surrounding simply what can be an important when the mud from the pandemic totally settles.

Our personal Nick Nelson explored the subject, in “Brave New World: The Model for B2B Marketing Success, Post-Pandemic.” Optimizing our B2B advertising and marketing technique for a post-pandemic world requires understanding the place the important thing shifts have occurred, and how you can adapt. From govt thought management to rethinking advertising and marketing experiences, Nick’s article explores 5 ways in which B2B entrepreneurs can neatly adapt and thrive in our reshaped atmosphere.

Pandemic Poll #7 — Where Influence Has Helped The Most

On October 13, 2020 we requested entrepreneurs which side of their B2B influencer advertising and marketing program had seen the best success through the pandemic.



42 % of our LinkedIn poll-takers mentioned that inspiring belief was the world of their B2B influencer advertising and marketing program that had seen the best success through the pandemic, adopted by thought management development, elevating model consciousness, and attracting clients.

Among our Twitter poll-takers thought management development was the best choice, adopted by inspiring belief and attracting clients.

Pandemic Poll #eight — Top Marketing Fears

As a pandemic Halloween approached, on October 29, 2020 we wished to know what B2B entrepreneurs noticed as their largest fears in advertising and marketing.


On each LinkedIn and Twitter the most important worry was the uncertainty of the pandemic, with some additionally selecting the highly effective worry of failure.

I expanded on turning worry into success in a full article to accompany our ballot, in “10 Horrifying Marketing Fears & How To Turn Them Into 2021 Successes.”

Pandemic Poll #9 — Success Stories

On November 17, 2020 we requested entrepreneurs which areas had benefited essentially the most from the elevated use of digital instruments the pandemic had caused.



Influencer advertising and marketing was seen by each our LinkedIn and Twitter poll-takers as the best beneficiary when it got here to areas that grew through the pandemic. Content advertising and marketing was the second alternative, adopted by always-on after which values-driven advertising and marketing.

Pandemic Poll #10 — What Marketers Look Forward To

As 2020 wound to a detailed, with glimmers of post-pandemic hope beginning to kind, we puzzled what B2B entrepreneurs had been most wanting ahead to in 2021.



What had been B2B entrepreneurs most wanting ahead to in 2021?

Post-pandemic life was by far the best choice of each our Twitter and LinkedIn poll-takers, adopted by in-person occasions and bodily conferences.

Pandemic Poll #11 — Top Tactics For 2021

Our first ballot of 2021 on January 5 requested B2B entrepreneurs which enterprise advertising and marketing tactic they had been essentially the most optimistic about for the yr forward.



When we requested which enterprise advertising and marketing tactic poll-takers had been most optimistic about, on LinkedIn 36 % selected content material advertising and marketing, 29 % search and social, 21 % influencer advertising and marketing, and 14 % who chosen always-on advertising and marketing.

Among our Twitter poll-takers some 50 % selected content material advertising and marketing, 25 % search and social, adopted by 16.7 % who picked influencer advertising and marketing, and eight.three % who selected always-on advertising and marketing.

Pandemic Poll #12 — Permanent Remote & Hybrid Work

Our newest accomplished pandemic-related ballot, on June eight requested merely how do B2B entrepreneurs need to work throughout post-pandemic life.



Among 88 ballot takers on LinkedIn, 52 % mentioned that wished a hybrid combine of distant and workplace work sorts, 43 % wished totally distant work, and simply three % a full return to workplace work.

On Twitter, 75 % of B2B entrepreneurs most well-liked a hybrid situation, 15 % totally distant, and 10 % a full return to the workplace.

Pandemic Poll #13 — Returning To In-Person Marketing Events

Our latest ballot asks, “B2B marketers, do you plan to attend an in-person marketing event during the second half of 2021?”

You can share your enter by voting on both our TopRank Marketing LinkedIn or Twitter pages — or on each.

A Bright Future For B2B Marketers

by way of GIPHY

Keeping your eyes open to the heartbeat of your viewers — whether or not it’s from ballot outcomes, questionnaires, surveys or different sorts of suggestions — can go a great distance certainly with regards to making your B2B advertising and marketing efforts extra grounded and genuine. It may also assist make your communication extra of a two-way avenue, and never solely a publish-and-forget effort.

We hope you’ve discovered this peek into some of our personal ballot outcomes eye-opening as you navigate the unsure advertising and marketing panorama 2021 has given us, as we forge forward in direction of a post-pandemic world.

To study extra from ballot knowledge perception, not restricted solely to the pandemic, try our “B2B Marketing Poll Sentiment: 15+ Eye-Opening Insights To Fuel Summer Success,” and “Show Me The Numbers: 20 B2B Marketing Insights From Audience Poll Data.”

Creating award-winning B2B advertising and marketing with an clever combination of affect takes appreciable effort and time, which is why many corporations select to work with a prime digital advertising and marketing company reminiscent of TopRank Marketing. Contact us as we speak and tell us how we can assist, as we’ve performed for companies starting from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

* LinkedIn is a TopRank Marketing shopper.


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