B2B marketing investment continues to increase in 2022

The findings come from Appetite Creative Solutions’ second annual B2B marketing survey. The survey found that B2B marketing is considered an important new business driver ( 34% of respondents), helps deliver sales and ecommerce ( 22%) and creates strong brand identity ( 20%).

Over a quarter of those surveyed ( 27%) said they were looking to increase spending by up to £10,000, while a third ( 31%) said the increase would be up to £5,000.

Key media channels considered effective in 2022 include digital out-of-home ( 24%), podcasts ( 24%), print and trade press ( 12%) and TV and radio ( 10%). An uptick in the use of out-of-home ( 7% in 2021 ) is likely due to the relaxation of Covid-19 restrictions.

As part of marketing strategy refresh plans for this year, respondents are specifically looking at investing in social media ( 27%), website ( 15%), branding ( 12%) and video ( 12%). This is a similar mix compared to the previous survey, apart from a significant year-on-year drop in the use of video (down from 61% in 2021 ).

A new question for this year reveals that most respondents ( 82%) consider a focus on sustainability important for B2B digital marketing in 2022, with three quarters ( 75%) stating that developing a sustainable campaign is very important.

“The research shows a continued optimism across the advertising industry, with a slight shift in priority media channels due to an increase in people being out and about following the relaxation of pandemic restrictions,” said Appetite Creative managing director Jenny Stanley.

“Our research indicates that marketers are starting to trial and invest in new technologies such as augmented reality and the metaverse. Continued innovation is important in the B2B sector to help meet business objectives and ensure campaigns benefit from the new opportunities that technology offers. The move towards sustainable advertising also looks to be a dominant focus for the foreseeable future.”