Businesses are seeking technology solutions in a new way
We know as partners you’re actively looking for ways to drive new customer opportunities for your products and solutions. As the pandemic continues to have a far-reaching impact across lives and livelihoods, many businesses are navigating uncharted waters. B2B technology companies are in a unique position during this time of transformation. They are both the agents of change through the products and services they provide, and themselves experiencing transformation – even in their approach to marketing. We want to help. Keep reading for information regarding a limited time offer for US Microsoft partners.
Digital advertising spend surges in B2B
Without the ability to execute against more traditional marketing channels, including travel to in-person meetings and in-person events, businesses are increasingly turning to digital advertising. They are finding that it is a critical tool to reach and engage with prospective clients and to drive acquisition efforts from new buyers that weren’t in-market before COVID-19.
According to the report from eMarketer, US B2B Digital Advertising 2020, digital advertising will make up 38.0% of total B2B ad spending this year. The tech B2B category will spend $2.41 billion on digital media, a 37.2% increase from 2019 when this sector spent $1.76 billion. The growth in this category also outpaces the total US B2B digital growth trend of 22.6%, making it the second-fastest-growing industry in their forecast. The total B2B category will spend more than $8 billion in 2020, up 22.6% year-over-year.
Source: eMarketer, August 2020
Increased desktop usage and growth in search volume
It doesn’t matter which vertical we consider; the global COVID-19 crisis continues to impact consumer behavior in a multitude of ways. As markets have adapted, borders have closed, and lockdowns have taken place, we have seen a shift in the way people search for the right information, and the right product or service.
The guide “Microsoft Advertising: Search trends in the time of COVID-19” unpacks how user intent has evolved across the globe. As more people are working, shopping and learning from home, searches have seen an 18% increase on tablets, while desktop searches are up 8% when compared with pre-COVID-19 levels. More people are also using search on the weekend, leading to a 12% increase in volume. That’s two times the rate of the weekday search volume growth.
Search is more important than ever
The lasting impact of the global pandemic is yet to be determined, with countless businesses, industries and people’s lives forever changed. B2Bs have quickly realized the importance of paid search as a performance-driven format amid the pandemic, and digital ads are providing a principal touchpoint to reach B2B buyers, who are spending more time at home in front of screens.
Microsoft Advertising can help you reach more of your customers and connect with the people who matter to you. The Microsoft Search Network and Microsoft Audience Network together reach more than half a billion people around the world who are still in market or showing intent for their products or services.
At Microsoft, our goal is to help businesses with digital marketing insights and strategies to support your business for success throughout the crisis and beyond.
Limited time offer for US Microsoft partners
For a limited time, Microsoft partners in the United States can receive a personalized consultation and an ad credit of $250 when they spend $50. Partners must be either new to Microsoft Advertising or have not advertised on the Microsoft Advertising Network in the last 12 months.
Support will include:
- A complimentary ad credit for any new advertisers of $250 USD when you spend of $50 USD.
- Help in defining your Microsoft Advertising goals and building a customized plan.
- A step-by-step overview of the Microsoft Advertising platform.
- Guided support with campaign set-up, keyword selection, feature adoption and reporting including importing your most successful Google Ad campaigns.
- Onboarding support to ensure your initial campaigns are performing with the opportunity to receive ongoing support from our customer care team.
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