B2B Marketing Post-COVID-19: Making Positive Improvements
Publitek’s parent company, Next 15, surveyed marketing decision makers to see how they believed business and marketing strategy would evolve due to COVID-19. Among B2B marketers—Publitek’s clients—many have a surprisingly positive view!Positive business impact overall from the COVID-19 outbreak
27% of all respondents
48% of tech/software respondents
20% expect dramatic change in business models
15% no change


Changes in work habits, technologies, products and metrics
97% The top area of change is in everyday work habits, such as remote and flexible working becoming more commonplace.To what extent do you expect to evolve as a business in each of the following areas over the coming year?
Significant changes
Some changes
No changes
Way in which people are working
Taking products to market
Technologies used
Products/services offered
How success is measured
Those in strategic and marketing roles see COVID-19 changes as being more permanent – due to efficiency and beliefs that customer expectations will shift.
COVID-19 will act as a catalyst to digitization


Coming year: Content accelerates digital marketing
What proportion of activity is currently conducted via digital channels?

Which areas will be prioritized?
Content marketing
Social media
Virtual events
Demand/lead generation
Thought leadership campaigns
Search marketing (SEO,PPC)
Marketing automation
A picture emerges, driven by the need to increase demand to reverse sales slumps, rebuild reputations, and demonstrate expertise through content.
2/3of tech b2b marketers see content as strategic

73% of tech B2B marketers want c-suite thought leadership on social media

That’s why B2B marketers will ramp up content marketing and elevate C-suite leaders on social platforms.
Marketers will tend to consolidate agency relationships
Do you expect to diversify or consolidate your partner/ supplier landscape in the coming year?



Top skills they look for:
- Ability to demonstrate ROI and value
- Ability to make evidence-based or data-driven decisions
Businesses are increasingly looking to their partners for genuine insight, based on data and evidence.