If before a handshake was used to seal a deal, the pandemic has accentuated the push towards the digital world. This is thanks to e-commerce and, consequently, the promotional activities necessary to build a solid brand reputation.
In 43% of companies, of the entire budget allocated to Web Marketing activities, only 1% is allocated to advertising.
It is also noted that the lower the budget allocated to advertising, the less importance is given to it.
And here too the theme of corporate culture as a driver of change returns.
Let's see what the teams that deal with Web Marketing are like in this sector...
The Importance of a Hybrid Marketing Team in B2B Companies
The section of the study regarding the division of company oman whatsapp number data functions shows how in the B2B sector the sales department also deals with marketing.
In 64% of cases, however, we find a marketing manager or digital marketing manager in charge of the function.
In all other cases, the function is in the hands of the CEO, sales manager or otherwise.
Digital should not remain the prerogative of the marketing department in any case, but it would be desirable for it to permeate other company functions as well. As always, however, it is a matter of corporate culture that for now remains confined to individual cases.
How Web Marketing is perceived in the B2B sector
The study shows that companies are aware of the need to plan a data-based digital marketing strategy (for 58% of those interviewed).
However, the importance of corporate culture emerges as a determining factor in the implementation of marketing strategies, a recurring theme in the research conducted.
The need to plan, in fact, does not seem to be a homogeneous trend. For the moment, this philosophy is relegated to individual companies that carry forward, share and spread the culture of data and analysis within them.
B2B companies and communication: who takes care of the web marketing strategy?
Counterintuitively, one glaring fact stands out: almost all B2B companies have internalized digital marketing management.
