As B2B marketers continue to target multiple key objectives, new research indicates that customer engagement and experience remain at the top of the list.
Wpromote recently conducted its “2021 State of B2B Digital Marketing” report, and statistics showed that increasing customer engagement (50%) and improving the customer experience (47%) are primary objectives among B2B marketers. This is followed by improving brand awareness (46%) and increasing website traffic (33%).
In terms of the digital customer experience, social media (57%) appears to have the most impact on overall strategic success, according to B2B marketers. Website optimization (47%), paid advertising (42%) and mobile communication (31%) follow closely behind.
“To maximize conversions, you need to consider how your customers interact and engage with your brand across channels and prioritize creating a cohesive experience that drives them down the funnel,” wrote the authors of the report.
B2B Marketers and Content Amplification
While B2B marketers focus on the customer experience, previous research suggests that they may also want to take a look at how they utilize content.
Converge published its “Content Amplification Report,” and data indicated that the majority of B2B marketers (85%) admit that they are not spending enough time on the amplification of their content marketing programs. A lack of time was cited by most marketers (80%) as to why they are not able to focus on content.
In terms of how they are currently amplifying their content, most B2B marketers (98%) said through social media.