“Pejotization” of the sector, lack of technology and specializ labor. These are some of the factors that lead at least 52.2% of Brazilian B2B Marketing leaders to believe that Brazilian agencies are not prepar for the growing challenges in digital – which is increasingly technical. And that is why almost 60% of companies first seek suppliers with sufficient technical knowlge to operate digital strategies.
This is one of the results of the survey The Status of B2B Marketing – 2023 ition , carri out annually by Intelligenzia, a pioneering agency in the Brazilian sector. Conduct since 2017, the study guatemala email list 490124 contact leads is a reference in the national market . This year, the survey took place between July and October, with 386 B2B Marketing leaders from all over the country.
“The technical barrier is a growing challenge in the market. Companies have difficulty finding specializ labor, and agencies, which should meet this highly specializ demand, are also unable to do so for a number of reasons. The result is that at least 52.4% of companies do not consider their digital marketing strategies and processes to be consolidat,” says Emilia Bertolli, co-founder of the company.
Outsourcing and decentralization
In 2022, companies continu to outsource and decentralize services what is international marketing research? a strategic guide to global growth hiring multiple agencies instead of a single supplier – a change that has been seen in recent years. To give you an idea, in 2017 at least 52% of companies had an integrat agency for all services. This year, the number is only 15.2%.
“This paradigm shift in the market reflects how real-time metrics require performance and delivery of results – factors that, of course, lead to the hiring of increasingly specializ services,” explains Emilia.
Content is essential again
At least 73.3% of respondents said they invest in content today, and trust review around 81% of companies intend to continue investing in this tactic next year. This number is consistent with the number of companies that hir content agencies in 2021: 51.4%. Although this number was only 20% in 2022, the data reveals the professionalization that has occurr in the last two years.
Organic content, in fact, is one of the main sources of lead generation. The first of these is Google Ads, chosen by 72.4% of respondents as the main tool for generating new opportunities. In second place is organic content (56.9%) and, in third place, is LinkIn Ads, with 43.1%.