To understand how professionals perceive marketing innovation inside and outside of their organizations, Marketo recently surveyed senior-level B2B marketers and found that approximately 74 percent of respondents cited consumer brands when they were asked to name companies that led the way in terms of innovative marketing. This data indicates that B2B marketers still see their B2C counterparts as more inventive.
The survey also revealed that 46 percent of marketers believe that knowing your prospect is a powerful driver of innovation. Marketo found that about 44 percent of respondents believe that innovation is “very important” to marketing, while 36 percent rank it as “important.”
Although marketers believe that innovation is critical, the survey results found that only 10 percent of respondents thought that their strategy fell into this category. Marketo believes that the “average” marketer perceives their company culture to be risk-averse, which is hindering innovation efforts.
Comparing B2B and B2C Strategies
The “2015 B2B Content Marketing Benchmarks, Budgets and Trends” report conducted by the Content Marketing Institute and MarketingProfs looked at how B2B and B2C are approaching their targeting audiences, as well as their plans for the future. Researchers determined that 86 percent of B2B marketers use content marketing, while 77 percent of B2C marketers use it.
However, data shows that 38 percent of B2B marketers perceive their organizations as “effective” at content marketing, while 37 percent of B2C marketers said the same.
Almost an equal amount of B2B and B2C respondents viewed their strategies as “effective,” but the Marketo survey showed that B2B marketers still viewed their B2C colleagues at other companies as better leaders, citing companies such as Apple and Coca-Cola.
The Content Marketing Institute and MarketingProf study data indicates that although B2B marketers see B2C marketers as leaders in the industry, the playing field may be more even.