In the third quarter of 2021, PMMI Media Group surveyed nearly 200 marketers at packaging and processing suppliers to learn more about their marketing activities and plans for 2022.
As the New Year kicks off, take a moment to review responses from our 2021 survey and reflect on how your organization aligns…or doesn’t. Have your marketing priorities shifted since last year? Are you ready to implement your planned strategy?
Then, take a moment to answer our short, 5-question marketing strategy survey, updated for 2022. We’ll share results with all respondents to give insight into how others are approaching their 2022 goals.
Before diving into the priorities and tactics, I want to call out one important factor about the organizations referenced in our survey—size. More specifically, size of the Marketing department. 68% of respondents are executing their marketing strategies with teams of 3 marketers or fewer. So if you’re working with a small, nimble team, know that you’re not alone!
Priorities
When it comes to marketing priorities, four areas from the 2021 survey rose to the top and were rated as “high” or “essential” by survey respondents: lead generation, content marketing, website traffic, and branding.
Most surprising from these results is that even though marketers are increasingly pressured to deliver results in the form of traffic and leads, branding is still an important focus in driving top of the funnel awareness.
Execution
Turning to how to execute on marketing objectives, respondents from the 2021 survey most often cited the following tactics and channels as part of their 2022 plans: trade shows, email, social media, content development, and video creation.
Investments
Also noteworthy were areas with strong or growing investment across B2B organizations that were not prioritized by our 2021 respondents: marketing research, account-based marketing, webinars, and podcasts/audio.
For example, according to the Content Marketing Institute, 67% of B2B organizations utilize webinars, while only 27% of our respondents indicated they plan to leverage webinars in 2022.
And while HubSpot found that in 2018, 17% of marketers were actively planning to add podcasting to their strategy, only 8% of our respondents plan to leverage podcasts in 2022.
How are you thinking about your 2022 marketing strategies and investments? Take a moment to answer this short survey regarding your 2022 plans. Only respondents of this survey will see the results of those who took it (shared in February 2022).
