Corporate Ink survey on tech B2B marketers

Tech B2B marketers will be looking to content marketing and PR to fuel their growth this year, according to a new survey from Boston-based Corporate Ink.

Almost three-quarters (72 percent) of the executives and marketing leaders surveyed in Corporate Ink’s study said that they planned to increase their investments in content marketing in 2022, and the same number said that they intended to up the amount of money spent on PR.

The survey respondents were bullish overall on their 2022 expenditures. Almost seven out of 10 (68 percent) said they would increase spending on paid digital, 64 percent were planning to spend more on video and 48 said they would increase their product marketing investments.

Areas where expenditures are expected to drop were events (noted by 16 percent of respondents) and third-party sponsorships (eight percent).

In terms of marketing goals, lead generation was at the top of the list, with 76 percent calling it one of their top priorities. Increasing brand awareness was cited as a top concern by 48 percent and improving pipeline conversions was mentioned by 36 percent.

Corporate Ink survey: Change in marketing investment in 2022

Those surveyed also are considering a wide range of strategies to up their content marketing aims. More than four in 10 (44 percent) are thinking about making an investment in interactive and experiential content, while 40 percent are looking into spending on customer experience and journey mapping, 38 percent are considering paid targeting and 32 percent said that their plans include podcasting.

Respondents also confirmed the continuing benefits of PR initiatives, with 72 percent saying that it helps increase brand value and awareness. Six out of 10 (60 percent) thought that PR plays an important role in educating the market on their approach, 32 percent think PR contributes to hiring and retaining talent and 24 percent said it helps attract investor attention.

When it comes to what kind of skills marketing execs are seeking to help them meet their goals, messaging and storytelling, campaign development and strategy, and writing and content development beat out such tech-related areas of expertise as data and analytics, SEO and digital.

“Thriving in 2022,” the study’s authors write, “will require an intentional strategy; strong investment in messaging, content and PR; and a hybrid team of internal and external marketers.”