Did COVID make tech
marketing braver?

Put down your expectations. Tech marketers see plenty of bravery in their industry – and COVID has only strengthened their resolve.

Q1.

My organisation has a culture that embraces / encourages design and creativity (answers for net agree)

Q2.

The tech sector is ‘brave’ with creativity when going to market (answers for net agree)

Q3.

I / we were more creative with our go-to-market approach in 2020 compared to previous years (answers for net agree)

  • Enterprise / SME comparison
  • UK / US comparison

Q4.

The pandemic has meant I can be more creative when going to market e.g., use different channels, move away from traditional approaches (answers for net agree)

Expert view

“It’s about seeing what happens; pulling out quickly if it’s not working or passing it over to BAU if it is.”

Jenny Green
Marketing Director, IRIS Software Group

Is tech getting braver?

I think we are being bolder and taking more risks, because we are seeing some of our traditional channels closed down. But at IRIS, we approach risk in an iterative way; seeing what happens, but pulling out quickly if it’s not working or passing it over to BAU if it is. So risk comes into that, but it’s about agility, rather than bravery per se.

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Pick another chapter

Did COVID make tech marketing braver?

Changing attitudes to creativity and risk

Does martech limit creativity?

How the pandemic changed engagement

Tech marketers have switched priorities

New channels for a new normal

Which channels are working now?

What marketers want from an agency

Key lessons and takeaways

Analysis

Did COVID make tech marketing braver?

Our respondents are clear: tech marketing is brave. And it’s getting braver. OK, let’s face it: tech marketing is rarely a matter of life and death. Nobody’s running into a burning building to save next quarter’s MQLs. But there are different kinds of brave. Like stepping away from the pack and spending your budget on something different, or taking a bold creative approach. That does take a certain kind of courage – after all, nobody got fired for producing more of the same. So we shouldn’t be surprised that 74% of respondents say tech marketing is brave when it goes to market. There is a surprise here, though. The bigger the company, the greater the appetite for doing things differently. If you thought enterprises prevented their marketers from taking risks, think again.

COVID has only served to sharpen that focus. Most marketers said they had more freedom to be creative in 2020 than the year before – and 73% attributed this to trying new approaches because of the pandemic.

That bravery, and willingness to try new things means more people get to do the marketing they really want. Three quarters of respondents are proud of their brand’s marketing and communications. And in large enterprises, that rises to nine out of ten.

Key takeaways

74%

say tech marketing is “brave” in the way it goes to market.

73%

have tried new approaches during the pandemic.

91%

of enterprise tech marketers say their company embraces design and creativity.

Did COVID make tech marketing braver?

Changing attitudes to creativity and risk

Does martech limit creativity?

How the pandemic changed engagement

Tech marketers have switched priorities

New channels for a new normal

Which channels are working now?

What marketers want from an agency

Key lessons and takeaways

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