B2B Marketers Challenged to Highlight the Value of Customer Experience

customer concept in financial chart graph

Many B2B marketers view their role as vital to their organizations, but they are often times struggling to get that message through to the right people within their own companies.

This is according to a new survey conducted by the Association of National Advertisers, which revealed that 39 percent of B2B marketers believe their role is to ensure that the voice of the customer shapes their business and marketing strategies.

However, the majority stated that they are not viewed as vital, strategic assets. Instead, B2B marketers claim that they are seen as an extension of their organization’s sales divisions.

Just 42 percent of B2B marketers said that they have a seat at their company’s top management table, and only 37 percent claimed that they have strong endorsement from senior management. Approximately 35 percent stated that their seniors are primarily focused on product and price, rather than customer insights.

“Our study shows that B-to-B marketers have much to offer, but that message is not getting through to the right people within their own organizations,” said ANA President and CEO Bob Liodice. “These marketers need to implement growth leadership initiatives, put forth a clear vision of their brands, and develop strategies to remove barriers.”

Obstacles Facing B2B Marketers

B2B marketers have been challenged to prove the value of providing a memorable customer experience to their peers, according to previous research. A study published by Squiz and B2B Marketing shows that 47 percent have struggled to display ROI in the past.

This lack in confidence has made it difficult for B2B marketers to obtain a budget for their efforts. A lack of C-suite buy-in (14 percent) and department alignment (15 percent) have also created obstacles for marketers looking to acquire a larger budget.

“With other agencies, the tendency is to see a flurry of work initially, and then communication and accountability starts to fall off. Our KoMarketing account team is in contact with us almost daily – it’s like they’re sitting right here in our office. They’re truly an extension of our marketing team.”

Stephanie Weagle — Stephanie Weagle, VP of Marketing, Corero Network Security

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