Based on the results of a survey of B2B marketers and their agencies conducted by Adweek BrandShare on behalf of Dun & Bradstreet in September and October 2017, programmatic media buying has
become the standard for B2B marketers. 63% of B2B marketers indicated they currently buy or sell advertising programmatically, essentially flat from a year ago. All 164 respondents were involved in
B2B marketing and had a job title of manager or above. All respondents were located in the U.S.
Additionaly, the study reports these findings regarding B2B marketers:
B2B
Programmatic Spending Will Grow Significantly In 2018
- Almost two-thirds of B2B marketers said they plan to increase their spending on programmatic, with 18% planning to
increase it by more than 25%. Still, the vast majority will be spending less than half of their media budgets programmatically.
Brand Safety And Viewability Are Top Of
Mind
- B2B marketers are increasingly concerned about the reliability of their programmatic buys. Nearly two-thirds agree that they are concerned with brand
safety.
Data-Driven Marketing Remains An Opportunity
- There’s a clear consensus among B2B marketers about the importance of data-driven
marketing, but they are behind their B2C peers in terms of applying advanced tactics like data onboarding, personalization or predictive data.
B2B Needs Closer Alignment Of
Marketing And Sales
- The integration of marketing and sales platforms was seen as a top obstacle to succeeding in data-driven marketing by 37% of B2B marketers.