Some B2B agencies see a spike in business as market conditions remain unclear

Inflation, economic worries and budget cuts have hit some companies hard in the first quarter of 2023, so much so that some B2B agencies are said to be fielding significant interest from small to midsize marketers. And those marketers are looking to harness technology to devise newer approaches and strategies to win new businesses.

Omnicom’s B2B agency Doremus, which has been operating for more than 100 years, said it’s seen new business requests pick up dramatically since the beginning of the year. “New business activity at the agency is up three times this quarter when you compare to first quarter last year,” said Phil Katz, Doremus’ head of media, without providing exact figures. “It’s actually kind of insane right now.”

The ad categories contacting the agency include entertainment, technology, fintech, healthcare, professional services, and financial services. “We’re actually seeing interest from companies that have been exclusively known for their consumer offerings … These companies are rethinking their offerings and establishing services to extend and grow their business into the B2B world,” Katz said.

Part of the uptick among agencies specializing in B2B is a hunger for more strategic and targeted efforts by midsized marketers looking to shore up their businesses. A study being released today by research firm Bombora addresses some of these themes.

Based on analysis of its co-op data that tracks more than 5,000 websites to glean intent among companies, Bombora’s research found “Marketing Tools” is the top trending topic for the quarter, with a weekly average of 114,500 companies searching for it. It’s a 20% increase over Q4 2022’s weekly average. Meanwhile, the termMarketing Resource Management” grew the most in that period, spiking 1.035% as companies in most industries researched the topic.

Bombora’s Intent data also showed other research spikes that suggest marketers are looking to adapt to economic uncertainty. Businesses looking up the inflation-adjusted market value of goods and services rose over 22% from last year, with more than 45,000 companies currently showing increased research activity.

“It’s clear that marketers are looking for ways to evolve their strategy to meet the current economic conditions,” said Jeff Marcoux, Bombora’s CMO, in a statement. “We’ll continue to monitor these trending topics as the year goes on, and hopefully marketers will get more clarity on how to help their business grow efficiently.”

Separate research from B2B marketing agency The Marketing Practice issued in February noted that 37% of marketers are increasing marketing budgets with the goal of winning market share when competitors scale back. Meanwhile, TMP also reported that 46% of marketers have put more emphasis on growing existing customers or moving them to more profitable services.

One of Doremus’ clients, NI, for the last three years has been in the process of completely rebranding itself, as it’s in the business of helping companies, especially engineers at companies, test and measure their systems. NI, formerly National Instruments, had the mixed fortune to start that process right before the pandemic started, explained Norma Dorst, NI’s vp of global marketing, and Stacy Hower, senior director of global demand generation & events.

The awareness effort, anchored by the tagline “Engineer Ambitiously,” did yield better-than-expected results — Hower noted that unaided awareness rose from 7% to 12% in year one, and again to 14% in year two, “far exceeding our expectations,” she said. Awareness even grew in China from 3% to 6% even though Doremus media execution purchased only US digital media including Wired and The Washington Post.

Katz explained that Doremus used technology designed to make up for the lack of third-party data prevalent in the B2B world. Called DNA, for Doremus Network Analysis, the agency devised a media strategy that targeted the C-suite with lots of branded content the client hadn’t used in the past.

“The C-suite was not somewhere that we lived and played” historically, said NI’s Dorst. “So to be able to get this kind of access through the branded content in the Washington Post, did provide a level of awareness at leadership levels of our customers that we had not experienced before.”

That’s certainly a trend among the larger B2B marketers like IBM, noted independent media analyst Brian Wieser. “All those tennis and golf TV sponsorships you see, I’d guess that’s three-fourths to 90% of those companies targeting a B2B audience, not consumers,” said Wieser, who added that it’s not clear how easily this can be measured. “There’s a blurriness between sales and marketing in B2B that you don’t see in consumer ad spending.” powergaming88 powergaming88 powergaming88 powergaming88 powergaming88 powergaming88 powergaming88 powergaming88 slot zeus nolimit city sv388 slot jepang scatter hitam slot thailand link slot thailand 777 slot powergaming88 slot luar negeri slot gacor maxwin slot gacor hari ini slot gacor terbaru mahjong ways 2 slot thailand jp slot slot bni slot bri slot bsi slot danamon slot gopay slot server korea slot malaysia slot amerika slot rusia fan tan monopoly live lightning roulette mega ball sweet bonanza candyland mega sic bo mega baccarat andar bahar sbobet88 ktm303 slot dubai slot qris powergaming88 Slot Thailand Slot Zeus Pg Soft Starlight Princess Slot Gacor Maxwin Joker123 Sv388 Slot Thailand Slot Thailand Slot Qris slot thailand joker123 mahjong ways 2 888slot slot thailand slot88 sweet bonanza slot jepang slot thailand slot mahjong ways slot qris slot deposit dana slot dana nolimit city slot thailand sv388 slot888 slot kamboja Slot Thailand Starlight Princess Mahjong Ways 2 Slot Maxwin slot thailand akun pro kamboja slot filipina joker123 slot zeus slot88 slot thailand slot mahjong slot megaways NEW SLOT POLA GACOR Slot Server Luar jp slot slot ganas crazy time live slot qris slot akurat slot bca slot bni qris slot zeus server thailand server hongkong slot ovo slot gopay slot linkaja joker123 nolimit city sv388 starlight princess mahjong ways pg slot slot zeus sv388 idn slot slot server thailand slot thailand ladangtoto nolimit city koi gate sicbo online roulette online lice casino live22 baccarat online nolimit city slot ovo slot gopay pragmati play starlight princess slot pg soft slot mahjong slot zeus sv388 digmaan slot mania slot zeus slot thailand server thailand ying77 slot thailand judi bola live casino sv388 pg soft slot dana mahjong ways slot mania slot x500 ladangtoto slot server kamboja digmaan digmaan slot88 scv388 sabung ayam online slot live casino sicbo online live casino online slot thailand ladangtoto sv388 ladangtoto powergaming88 66kbet powergaming88 slot thailand ladangtoto slot thailand server thailand slot thailand slot thailand slot thailand slot gacor ladangtoto2 ying77 bet server thailand slot thailand ying77 slot88 ladangtoto ladangtoto slot maxwin sv388 sv388 slot gacor 66k bet slot dana sabung ayam inline slot mahjong slot toto slot server thailand slot gacor slot server thailand slot gacor slot thailand situs slot wwg slot slot daftar judi slot online indonesia slot gacor slot mawin slot gacor slot thailand slot gacor slot gacor demo slot pragmatic sv388 slot88 pgsoft Daftar Judi Slot Online Indonesia Paling Gacor di Indonesia Daftar Situs Judi Slot Online SLOT88 lucky neko slot gacor slot88 slot kakek slot maxwin slot thailand Slot Mahjong Ways 2 Mudah Jackpot Paus di PG Soft Hari ini 2023 Lucky Neko Situs Slot Gacor Pgsoft Hari Ini SITUS SABUNG AYAM SV388 ONLINE DAFTAR LINK LOGIN APK AGEN SV388
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