This article was shared before we integrated Momentum ITSMA into one single company, bringing all of our capabilities together. Learn more.
As I sat down to write the questions for Momentum ITSMA’s Annual B2B Marketing Trends Survey, formerly known as the Budget and Trends Survey, my heart wasn’t really in it. We had just come off Marketing Vision 2020, the Virtual Experience, and I was suffering from screen fatigue. I knew I couldn’t put Momentum ITSMA members through another painstaking, lengthy survey about a budget that could be blown up. It’s been nine months since the Covid-19 pandemic shut down business as we know it and we all need a bit more empathy.
But, Momentum ITSMA has been doing research in B2B marketing for 25 years. We know, and you know, that 2020, with the pandemic, has been an inflection point. Almost everything has changed, and marketing will never be the same.
That’s why we must do our B2B Marketing Trends Survey this year. It’s imperative that we establish a new baseline. And it’s critical that our members participate, because you can’t proceed in isolation. You need data from your peers to help you to determine if you are keeping up and are placing the right bets. If we’ve learned one thing in 2020, it’s that community is more important than ever.
To make it easier and more relevant, we shortened the survey and focused it more on the impact of the pandemic on B2B marketing. Because. It. Has. Changed. Everything.
Don’t worry, I promise the survey will take a lot less time than past surveys – just 15 or 20 minutes. And you’ll get a lot for that time investment: Momentum ITSMA member participants get a copy of the full report and have the option to receive a custom peer report that compares your responses to a peer group of your choice as well as a private briefing of the study results. Non-ITSMA members who participate in the survey will receive an executive summary.
But the most important benefit of taking the 2021 Momentum ITSMA Trends Survey is contributing to this vital B2B marketing resource and supporting the Momentum ITSMA community.
Thank you in advance!
Almost everything has changed since the pandemic in 2020, and marketing will never be the same. Data from this study will help you to determine if you are keeping up and are placing the right bets...