State of B2B advertising

Multiview partnered with AdExchanger to survey 200 brand and agency executives about how they're approaching B2B advertising. The results show where budgets are going, which channels deliver the strongest return, and what's top of mind for marketers heading into the next year.Social media, paid search, events, and content marketing make up 60% of the average B2B media budget. Social media is also the channel respondents see as most prone to ad fatigue, and more than half of marketers say fatigue is a concern. The report closes with Multiview's take on why brand recognition is the foundation of long-term B2B success.

What’s inside:

• Where B2B marketers are investing and which channels deliver the best return for awareness and lead generation
• Why ad fatigue is a growing concern and which channels feel it most
• How brands and agencies differ on priorities, from brand building to privacy regulations
• Where B2B marketing is headed, including the platforms marketers plan to test next