The Importance of Specialization in Communication
The new edition of the survey “The State of B2B Marketing” conducted by the Intelligenzia, a pioneering B2B marketing agency—and a partner of SayU Consulting in Evoke Network – notes that companies in the Business-to-Business (B2B) sector will be able to invest in marketing in 2024. Specialization is considered important.
When it comes to marketing, communications, and public relations, Brazil—where the study is being conducted—is, with all its unique characteristics, often a pioneer and a benchmark. The trends observed in this market are often replicated due to the innovation, efficiency, and effectiveness of the strategies developed in this area by agencies and corporate departments.
Nearly two-thirds of respondents—61.5%—stated that investments will be higher next year, and of that number, 14% say their budget will include an investment exceeding 25%. But even with the increase in funding, more than half say they are not sure they will meet their marketing goals in 2024.
Although investment increased last year, driven mainly by the return of in-person events, global economic uncertainties have, on the whole, made it more difficult to generate demand for expertise in communication.
The research confirmed the trend of demand for more technical and specialized agencies, particularly with regard to the CRISIS.
Press relations is the service most sought after by clients, and demand for agencies specializing in digital marketing, design, content production, and performance remains strong.
Unlike 2022, when there was an increase in the number of companies with only one employee in their marketing department (rising from 16% in 2021 to 31.4% in 2022), 2023 shows that hiring in this area has once again become a priority for companies: nearly 60% of organizations have more than three people dedicated to marketing.
At the same time, there was an increase in the number of in-house teams. In 2021, 26.6% of companies had an in-house team dedicated exclusively to marketing, a figure that rose to 35.4% in 2023.
A trend that indicates a slight decline in the outsourcing of these activities, but which highlights the decisive importance of the Marketing, Communications, and Public Relations Agencies play a key role in developing strategies and achieving clients’ business objectives, particularly for those unable to effectively handle this area in-house, such as small and medium-sized enterprises (SMEs).