6 May 2024 we publish a Report about Tech Marketing in B2B Industry.
Introduction & Methodology
We decided to create this report because, from our observations, it’s something that hasn’t been done before. While there are reports about tech marketing (such as ‘Digital Trends in 2024,’ ‘Technology Market Trends,’ and ‘Tech Trends in Marketing’), they are not specifically tailored for a particular group. Therefore, we chose to focus on B2B (Business-to-Business) companies.
We conducted a report on 200 companies worldwide operating in the FinTech sector within the B2B industry. We devised a program to analyze the content of selected websites, upon which we based our research findings. The report aims to assess the market status of FinTech companies, covering both marketing strategies and technical details. Additionally, we sought insights from industry specialists. We invite you to delve into the report!
MISSION
- Evaluate the marketing strategies employed by FinTech companies to reach their target audience and gain market share.
- Provide industry specialists and stakeholders with informed perspectives on the challenges and opportunities within the FinTech sector.
- Encourage dialogue and exchange of perspectives among FinTech specialists.
What areas we covered?
- MARKETING
- DEVELOPER PORTAL
- SDK
- PUBLIC CODE REPOSITORIES
- CODE SHARING
- TECHNOLOGY STACKS
- COMMUNITIES
- FINTECH DEVELOPMENT
Key Findings
The main observations are:
- In the B2B fintech industry, the most frequently used social media platforms are LinkedIn (90%), X (75%), and Facebook (60%).
- Technology companies are often hesitant to share technologies they do not use themselves, which may stem from a lack of trust among other factors. Only 36% of the companies surveyed have a dedicated portal for developers, providing technical documentation, APIs, etc.
- The power of GitHub is significant—67% of companies utilize this platform to build a community around their service or product. It’s also the preferred tool for sharing code repositories publicly. (Although only 16% of companies share their repositories, all of them utilize GitHub for this purpose.)
- 77% of companies maintain a blog, but the majority are quite general (60%), lacking a focus solely on tech-related topics or problems. Approximately 36% of these blogs cover news, primarily company updates or industry happenings. However, these news pieces are often inadequately prepared and tend to resemble advertisements for the company itself, lacking engagement. Only 8% of companies with a blog prioritize writing about technology.
Specialist
For the report, we engaged specialists from various fields of expertise, ranging from marketing to development.
Our marketing specialists were from a Digitalk company: Marta Jaworska and Kinga Banaśkiewicz.
Marta Jaworska has been involved in content creation, communication strategy development, and implementation for over five years. She has collaborated with premium brands across diverse industries including gastronomy, renewable energy, beauty, and modern technologies.
Kinga Banaśkiewicz has been specializing in Social Media and Content Marketing since 2018. Her expertise lies in crafting communication strategies, creating various forms of content, and conducting image campaigns on Facebook and Instagram.
Karol Zielinski covered the Developer Portal topic. He is an entrepreneur and manager with a specialization in technology business. Karol serves as a member of the Management Board at mPay and is the founder & CEO of Z3X Tech Marketing Agency.
Maciej Krasowski shared insights on predictions for the future of code sharing. He is the founder and CEO of FIZEN & BinarApps, a FinTech and blockchain enthusiast, co-founder of Blockchain Poland Association, and an investor.
Piotr Sycz addressed FinTech Development. He is a Consultant and manager specializing in optimizing and implementing IT and production projects using a process approach and lean management. Piotr is also a lecturer at the University of Gdańsk, Faculty of Management.
Where you can find our report?
You can find it here. In case of any questions, contact us. We’ll be happy to answer!
