Getting qualified opportunities has become the top priority for 43.3% of B2B marketing executives in the technology sector in Spain, as revealed by the III MarTech Observatory by Omnitel and BPS. Furthermore, 20% of respondents place it as their second priority, ahead of brand visibility (16.7%), customer loyalty (12.5%), credibility improvement (10%), and product and service evangelization (5%).
Strategies for Success
To achieve success in their campaigns, B2B marketing executives focus on being present with the right content, appropriate messages, and at the right time. Social media marketing is positioned as the most effective tool for this, according to 88.3% of respondents. It is followed by in-person events (77.5%), newsletters (75.8%), and specialized content (72.5%).
Challenges in Lead Generation
Despite having defined strategies, B2B marketing executives face three major challenges: lack of budget (64.2%), inability to reach the key audience at the right time (40.8%), and lack of a specialized team (34.2%). These challenges persist even with the availability of journalists and professional branded content teams in the media.
Impact of Events
Events play a crucial role in enhancing brand image and generating leads. According to respondents, press conferences (93.8%), large general events (92.2%), and charity events or those linked to CSR activities (91.8%) are the ones that most contribute to improving a company’s image.
Commercial Value of Specialized Events
From a business generation perspective, exclusive specialized events, although offering less brand visibility, have the highest commercial value. 84% of respondents value these meetings, followed by roadshows and regional events (67.3%) and events organized by third parties (54.3%).
Measuring Success
The pressure on sales throughout the B2B marketing campaign cycle is high, prioritizing short-term results. Nearly 72.5% of respondents measure the success of their campaigns by tracking sales, while 65% do so through key metric analysis.
To improve results measurement and have qualified data for decision-making, 34.2% of B2B marketing executives plan to invest between 25% and 50% of their budget in reporting and monitoring technologies.
MarTech Observatory Conclusions
In this third edition of the Omnitel and BPS MarTech Observatory, over 100 opinion leaders have highlighted three key ideas: the importance of content in their marketing strategies, the difficulty in measuring campaign results and ROI, and the need to reach the right audiences with personalized messages to achieve qualified leads.