October 28, 2020

studioID study reveals 2020's key changes for B2B decision makers

Suzanne Struglinski

studioID, Industry Dive's global content studio, has published its inaugural Audience Insights for B2B Marketing - a look at the media consumption trends from a study of Industry Dive's audience of 11 million decision-makers across 20 industries and 22 news publications.*

"For the very first time, we pull back the curtain on our proprietary first-party audience data," said Robin Re, VP of Marketing at Industry Dive and co-author of the report. "We reveal key findings marketing leaders and practitioners need to know to evolve their strategies and help justify their content budgets for 2021 and beyond."

In Industry Dive's 2020 reader survey, 25% of respondents said they have seen their job role/function change during the pandemic. Based on some of the survey results, the report's focus on the "Year of Disruption" reveals key changes for B2B decision-makers in 2020 and what they mean for the services and products that serve them.

"As leaders search for solutions and our collective screen time soars, content remains one of the most sustainable ways to reach audiences." said report co-author Lieu Pham, VP of Strategy & Creative Services at Industry Dive. "However, a content strategy has its own set of common challenges, which have been amplified by increased competition, shrinking budgets, and an audience fatigued by Zoom calls and a seemingly endless loop of new stresses. What marketers need now are reliable insights that go beyond instincts."

Pham joined Industry Dive following the acquisition of NewsCreds content marketing services . She currently runs global strategy and growth initiatives at studioID, developing frameworks,thought leadership content, sales-enablement materials, and workshops that drive clientsuccess.

studioID designed the report specifically for marketers who want to up their content game and make lasting impressions on senior execs in their respective industries.

The 43-page report includes:

2020 Overall Themes and Insights Evolving roles, canceled events, packed news cycles: things keep changing so how do you innovate?
Audience Insights for 7 Industry Groupings
Using audience data, the study features keywords that resonate, popular topics among senior executives, messaging themesand more for seven industry groups:
Financial Services
Life Sciences
Retail/CPG
Logistics/Transportation
Business Functions
Education
Energy/Sustainability/Building
For example: the Life Sciences cohort draws from audience insight from BioPharma Dive, MedTech Dive , and Healthcare Dive audiences.
6 Key Industry-agnostic Takeaways Beyond the industry-centric lessons, the audience data also gives universal lessons that all marketing leaders can put into practice - which includes "Rethink Your Format Assumptions."

Industry Dive is known for its success in leveraging first-party audience data to drive decisions. While studioID wants this report to support content marketing decisions, it serves as a reminder that "content isn't your most valuable asset - your audience is."

Download a full copy of the report here .

*Note the study was done prior to the launch of our 21st market: Cybersecurity .

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studioID is Industry Dive's global content studio recognized for creating award-winning content marketing for brands. Our mission is to help brands deliver value through content, powering insights-fueled content programs that nurture prospects and customers from discovery through to purchase, connecting brand to demand. www.studioid.com

Industry Dive is a leading business journalism company. More than 11 million decision-makers across 21 competitive industries rely on our exclusive insight and analysis delivered through 23 publications. www.industrydive.com