B2B marketing shifts: new survey reveals media buying priorities and ROI pressures

The B2B marketing landscape is undergoing continuous transformation, driven by evolving media buying trends, emerging technologies, and fresh approaches to brand exposure. As these changes accelerate, brands face mounting pressure to demonstrate clear returns on every marketing investment, according to a new study from SBC Insights.

The SBC Insights Media Marketing Buyers Survey examines how industry professionals approach media purchasing and assess ROI. The research covers several key dimensions, including how media serves core KPIs, the methods used to measure return on marketing solutions, and perceptions of print, event, and digital campaigns across multiple touchpoints. Barriers to media buying—such as budget constraints, ROI concerns, and internal resource limitations—are also explored, alongside respondents’ expectations for how marketing practices will evolve in the future.

By moving beyond opinion, the report surfaces real spending behavior and actual preferences across print, digital, podcasts, events, and other channels. It aims to provide a data-driven view of what resonates with target audiences and what tends to be overlooked.

For sellers of marketing solutions, the survey reveals what buyers are genuinely seeking. For media buyers themselves, it offers a benchmark to compare their own strategies against those of peers. In either case, the findings are designed to help industry players cut through the noise and focus on what truly drives results.

Access to the full report is available via registration.