85% of B2B Marketers Struggle to Link Performance to Business Outcomes

B2B marketers have been focused on making customer experience (CX) improvements, but new research suggests that they are still having difficulty tying their performance to business outcomes. Furthermore, CX remains one of their top challenges.

Wpromote and Ascend2 recently partnered to publish the “2023 State of B2B Digital Marketing,” and statistics suggested that the majority of B2B marketers (85%) struggle to connect marketing performance to their business outcomes. Furthermore, 41% of respondents cited improving the customer experience as their top challenge in 2023. This is followed by measuring and proving return-on-investment (40%), delivering quality leads (37%), and producing quality content (36%).­ However, the researchers behind the report note that they are working to resolve these pain points.

“As strategies get more sophisticated, marketers are more aware of gaps in measurement and data related to the overall business because they’re actively working to solve for them,” wrote the authors of the report.

Customer Expectations Continue to Rise for B2B Marketers

As B2B marketers struggle to improve CX, previous research indicates that customer expectations are rising in regards to quality of service.

Oracle teamed up with Ascend2 to conduct the “What B2B Organizations Can Learn from Consumers’ Service Experiences” report, and data suggested that 99% of customers admit that the quality of service they receive influences their impression of an organization to some extent. Additionally, 76% of customers note that after having a positive experience, they increase their expectations for customer service across other industries. After a negative experience, most customers (62%) stated that they told others about the incident.

“For B2B organizations, there is much to learn from the modern service practices of business-to-consumer brands especially as B2B service experiences involve those same consumers,” noted the researchers behind the report.

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