2021 Survey Results
23
interviews
WITH ENTERPRISE
MARKETING LEADERS
FROM THE IT SERVICES
AND TECHNOLOGY SECTORS
Q1. Approximately what is your split between Brand and Demand Activation spend?
Our poll suggested the average split was 45% Brand and 55% Demand activation.
Q2. Do you agree that more budget should be spent on brand and less on demand activation?
Most agreed
to spend more on BRAND
and less on demand activation
MORE BUDGET ON LONG-TERM
BRAND BUILDING
THE SAME OR
MORE BUDGET FOR
DEMAND ACTIVATION
Q3. Do you think the line between B2B and B2C is blurring?
Q4. Do you think more should be invested in strategies to entertain and foster community with buyers?
100% said YES
Q5. On a scale of 1-10, what role do you think virtual events will have over the next 2 years, where 1 reflects pre-pandemic numbers and 10 reflects 100%?