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The Missed Opportunities in Today’s B2B Marketing Funnel

Data: 2020 m. sausio 20 d.

A lot of brands say that they put the customer at the center of their organizations, but most marketers know that they’re not living up to that promise. According to a 2019 survey by B2B International, delivering excellent customer experiences and connecting with customers emotionally represent two of the top challenges among today’s B2B marketers. Only 29 percent of those B2B marketers believe their organization makes a significant impact on the customer experience. Meanwhile, only 36 percent believe their organization demonstrates a solid understanding of customer needs, pain points, and desires.

 

B2B buyer expectations are falling more in-line with consumer-side expectations every day.

 

This is a problem. B2B buyer expectations are falling more in-line with consumer-side expectations every day. And B2B buyers expect brands to understand who they are, what they are looking for and where they are in their buying processes—and they expect the brands to serve up personalized content accordingly. 

 

This expectation represents a sea change. B2B messaging has historically been about putting products, rather than the customer, at the center of the conversation. B2B marketers forget that their prospects don’t actually want to buy a product. They want to solve the problem. So relevant messaging and solutions should be presented around that problem. For many brands, this is difficult, because they’re neglecting parts of the customer journey where customer-centricity is most vital.

 

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