A study published on July 16 by Forrester has found that 85 percent of B2B marketers fail to connect their content activity to business value. As a result, they do not gain the loyalty of customers and struggle with client retention.
The Forrester Research/Business Marketing Association/Online Marketing Institute study, “Compare Your B2B Content Marketing Maturity,” was conducted during Q2 of 2014. About 14 percent of those who were surveyed said that they were able to give their content practices a high rating in terms of providing value to their company. Nearly 72 percent of individuals also said that less than half of their marketing staff has a hand in the overall content marketing effort.
“The majority of marketers find producing content that engages buyers to be a major challenge,” said Business Marketing Association Chair Steve Liguori. “And that’s for good reason. Our survey results show that the majority of B2B content practices focus too narrowly on early-stage buyer acquisition – which fails to engage buyers throughout their lifetime.”
The study was able to conclude that marketers are still creating content to sell, rather than establish long-term relationships with buyers. Although three-quarters of the people surveyed said that they are in constant communication with their customers, approximately five percent said that they make this a priority.
“B2B marketers must make a fundamental shift from writing about features and benefits to delivering valuable information that drives business results,” Liguori continued.
Laura Ramos, who is the Forrester Research Vice President, Principal Analyst and writer for the company blog, states that it’s becoming increasingly important for marketers to understand their buyers and create a message that resonates with them. Additionally, both sales and marketing need to own the message they are presenting in front of the customer.
Forrester Research, The Business Marketing Association and Online Marketing Institute conducted their research by focusing on 113 B2B marketing executives practicing in the field.