Report: B2B Marketers to Leverage Martech to Improve the Customer Experience

As B2B marketers continue to invest in new marketing technology (martech), research indicates that they intend to use it to improve the customer experience in the coming months.

Modern recently released its “Digital Connections 2.0” report, and statistics suggested that the majority of B2B chief marketing officers (42%) intend to center their 2023 martech strategy around improving the customer experience. This is an increase from the 25% of respondents who said the same in 2022. Additionally, 37% of B2B chief marketing officers (CMOs) stated that they intend to focus on connecting martech to the customer experience over the next 18 months.

Generally speaking, most respondents (48%) will make delivering a better customer experience one of their strategic priorities within the next 18 months. In the same time span, 40% of B2B marketing CMOs stated that they would like to expand their martech stack.

Marketers Feel Increased Pressure to Improve the Customer Experience

As CMOs shift their focus to the customer experience, previous research suggests that marketers, in general, are feeling more pressure to improve in this area.

Broadridge published its “2023 CX and Communications Consumer Insights Report,” and data indicated that most customers (63%) now agree that most companies they work with need to improve the customer experience. Back in 2019, only 35% agreed with this sentiment.

In general, most respondents (54%) admitted that they had stopped doing business with a company as a result of a poorly personalized experience. “Assess where your CX is falling short – across the customer journey – and implement a ‘get well’ plan,” the researchers behind the report recommended to marketers.