Over the past year and a half, marketers have had to pivot to everything digital. This is especially true of B2B marketers and sales teams responding to the cancellation of in-person events and adapting their strategies as more buyers work remotely. While we’ve started to see in-person events make a comeback along with employees returning to the workplace, the focus on digital is just revving up, according to the U.S. B2B Advertising Forecast 2021 report from eMarketer. The U.S. B2B digital ad market grew 32.5% in 2020 and is expected to continue that upward trend 24.9% to nearly $11 billion in spending this year. By 2023, the digital transformation spurred by the pandemic will be “permanent,” eMarketer contends.
