Survey: B2B Marketers Juggling Multiple Top Objectives

As B2B marketers look to reach out to both prospects and existing customers on a regular basis, new research shows that they in fact have a wide range of priorities to juggle.

Contentive recently published the “2018 B2B Marketing Survey” to gauge how marketers are weighing their different priorities. The majority (58 percent) said that their top priority is to convert leads into customers. This was followed by growing traffic to their website (45 percent) and increasing revenue from existing customers (44 percent).

In terms of how they plan for these objectives, 48 percent of B2B marketers say that they budget on an on-going basis. Content marketing, social media, and email marketing are the most important channels for marketing strategy and budget allocation over the next 12 months. Display advertising, direct marketing, and paid search are becoming less of a priority for B2B marketers.

About 58 percent of B2B marketers believe that personalization will have the greatest influence over their marketing strategy over the course of the next year.

Marketers Continue to Focus on Personalization

This is not the first survey to reveal that marketers overall are shifting their focus toward personalizing the customer experience.

Widen conducted the “2018 Connectivity Report” and discovered that about one-quarter of respondents (28 percent) believe personalizing the customer experience is what their business is most focused on this year.

“Our interview participants indicated that a truly personal experience makes them feel important, special, listened to, and like ‘someone gets them,’” wrote the authors of the report.