<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa122cee248a0f8226a68a_651d3d55e56bf79310df0478_611a3d69a79b9acd5148e982_ClientSide%252520report%252520-%252520Fox%252520Agency.png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Pulse Check: B2B Marketing Trends for the &#39;Next Normal&#39;</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>16 August 2021</span> <span class="pip"></span> <span>2 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">Pulse Checks compile key data and learnings for brands we work with, often contributed by agencies, within our network. This week, we're sharing findings from <a href="https://fox.agency/">Fox Agency</a>'s recent ClientSide report on core insights and trends their own community are experiencing as they grow B2B technology brands.</p> <h2 class="gn-reveal">The Research</h2> <p class="gn-reveal">When it comes to industry trends and the future, the pandemic has altered many horizons. Fox Agency regularly regroup with thought leaders from their own network to discuss key challenges and insights in the world of B2B tech business. In this first edition of the report, they wanted to uncover core challenges, areas for growth and advice from brand leaders including <strong>Blackbird, Pod Group, Teacherly, BearingPoint, TruNarrative &amp; actionable futurist Andrew Grill</strong>.</p> <p class="gn-reveal">The report covers some of these key learnings in the context of the 'next normal' with a particular focus on building the value of marketing within the business and growing strong relationships with agency partners.</p> <h2 class="gn-reveal">Key Learnings</h2> <h3 class="gn-reveal">A Conducive Culture</h3> <p class="gn-reveal">Team leaders often consider their first step to success is to create and build a conducive organisational culture. The agency's employees need to be a natural extension of their values and ideals to encourage the desired work culture. This additionally stretches to <strong>agency-client relationships where energy, excitement, and external perspectives can be vital</strong> in assisting in a company's success, however, choosing the right agency to work with is vital to achieving these stellar results.</p> <h3 class="gn-reveal">Organisational Challenges</h3> <p class="gn-reveal">Practice in <strong>delivering organisational change shows to be a tough challenge</strong> for many companies, however, it remains meaningful for them to build credible and positive attitudes throughout the internal teams.</p> <h3 class="gn-reveal">Effective Communication for B2B Tech</h3> <p class="gn-reveal">Effective <strong>strategising in communication and marketing is essential</strong> in creating an impactful message and opportunities for consumers, as it showcases their values. This, in turn can boost revenue and improve profitability for the company.</p> <h3 class="gn-reveal">Demonstrating ROI for Marketing Functions</h3> <p class="gn-reveal"><strong>Pressure for companies to demonstrate value through their marketing is ever-increasing</strong>. This is because value visibility allows opportunities for brands to cement their influence by demonstrating culture and create instant impact.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa122bee248a0f8226a67f_611a413754338d5d4352fa4a_Capture.png" alt="" width="auto" height="auto" loading="auto"></div> </figure> <h3 class="gn-reveal">An Unpredictable Landscape</h3> <p class="gn-reveal">Over the last year, the <strong>ability to predict industry trends became volatile</strong> as objectives were pushed back and focus shifted towards new targets. Although the pandemic had created chaos for some, it also brought opportunities for others as industry transformation became the new norm. Insight into experienced thought leaders can be invaluable as they can make informed observations into the next steps your industry should be taking.</p> <h2 class="gn-reveal">Find Out More</h2> <p class="gn-reveal">You can read the full report from Fox Agency <a href="https://fox.agency/wp-content/uploads/2021/04/clientSide-review-B2B-marketing-trends-for-the-next-normal.pdf">here</a>, or watch their ClientSide webinar featuring the same contributors <a href="https://fox.agency/clientside/webinars/will-b2b-sales-ever-be-the-same-again/thank-you/">here</a>.</p> <p class="gn-reveal"><em>As The GO Network members, Fox is an integrated agency for world-leading B2B tech brands.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/pulse-check-the-major-marketing-communications-trends-for-2024-revealed" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">Pulse Check: The Major Marketing Communications Trends for 2024, Revealed</span> <span class="gn-related__excerpt">Over 150 agency and in-house leaders share predictions on AI, ROI, attribution, and client-agency relationships shaping marketing strategy t</span> </a> </li> <li class="gn-related__item"> <a href="/articles/pulse-check-23-major-marketing-communications-statistics-for-2023" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">Pulse Check: 23 Major Marketing Communications Statistics for 2023</span> <span class="gn-related__excerpt">Survey data from 150+ agency and in-house leaders covers budgets, outsourcing trends, attribution challenges, and brand loyalty shifts shapi</span> </a> </li> <li class="gn-related__item"> <a href="/articles/pulse-check-diversity-equity-and-inclusion-in-the-marketing-world" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">Pulse Check: Diversity, Equity and Inclusion in the marketing world.</span> <span class="gn-related__excerpt">Forty 1&#39;s DEI report reveals 4 themes agencies can use to embed lasting diversity, equity and inclusion change, not just box-tick it.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/2021-brand-agency-marketing-survey-key-findings-so-far" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">2021 Marketing Survey - Key findings so far</span> <span class="gn-related__excerpt">Brands rank revenue growth and resource management as top challenges. 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