Data indicates that 35% of global clients contacted their agencies every day during this period, up from 21% in the first quarter of 2020. Likewise, the number of agencies that contacted clients every day throughout that six months rose to more than half (51%), compared to 31% prior.
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Overall, agencies have said that working hours have been less respected as a result, with many clients asking for last-minute changes due to the uncertain nature of the global market. Meanwhile, the increased need for agency support among clients has led to a perceived lack of focus and an increased intensity of day-to-day tasks. High numbers of virtual meetings have also been cited by survey respondents, leading to a lack of time for ‘valuable discussion’ and a deterioration in mental health among marketers. Consequently, many agency staff have taken leave citing burnout.
By H2 2021, contact frequency between the two parties has reduced almost to pre-Covid levels, as old working patterns fully or partially resume, and more structured hours are reinforced.
44% of ’ their marketing channel mix since the pandemic began
Data from Salesforce’s seventh annual State of Marketing report, this time covering trends in 2021, shows that 44% of B2B marketers have ‘completely changed’ their marketing channel mix since the pandemic began to meet new challenges and a shift in behaviour. Another 45% said that their mix had ‘somewhat changed’, leaving just 11% of B2B marketers’ strategies unaffected.
A huge 91% of marketing organisations now use social media as part of their mix, tying with digital ads as the most commonly used channel across the sector. Video is ranked third, with 90% of companies embracing the format, indicating that even more B2B marketers have been jumping on the trend in the past year in order to engage with their customers.
Notably, two-thirds of respondents also cited audio (e.g. podcasts and streaming ads) as a frequently used channel for their marketing efforts, emphasising the momentum this format has gained over the last 18 months.