Most B2B tech and telco marketers say their firm plans to increase the number of marketing channels in its media mix in 2021 and to focus on driving efficiencies in targeting, according to recent research from WARC and Spotify.

The report was based on data from a survey of 330 B2B technology and telecom marketers in 10 countries.

Some 54% of respondents say increasing the number of channels in their firm's media mix is part of their current strategy, and 41% they are considering increases as part of their future strategy.

Half of respondents say they are experimenting with new channels, and 45% say they plan to experiment with new channels in the future.

Just over half (51%) of B2B tech and telco marketers say they are looking to find new ways to tell their brand story.