To Save Time, B2B Marketers Now Look to Improve Audience Targeting

As B2B marketers look to make the most of their time, they are turning to tactics, such as improved audience targeting, to boost their efficiency.

This is according to a new report titled, “It’s About Time: Why Your Marketing May Be Falling Short” from Bain & Company. Statistics showed that one-third of B2B marketers intend to invest more in improving their understanding and targeting of customers over the next three years. About 28 percent of leading marketers intend to integrate their technology platforms; this is compared to just 18 percent of lagging marketers who said the same.

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Marketers are also working harder to make the most of their data and analytics to gain an advantage. Fifty-four percent of marketing leaders said that they refresh their metrics at least weekly. Thirty-three percent stated that they always make budget decisions informed by metrics.

“Companies that take more control of their marketing and advertising data and technology will be able to respond quickly to a customer’s zigs and zags and send a tailored message at precisely the right moment,” note the authors of the report.

In terms of obstacles slowing them down, 24 percent of top marketers cited risk-averse leadership, while 20 percent pointed to slow decision-making.

Marketing Measurement Remains a Top Priority

B2B marketers are working to save time and boost efficiency, and they’re also looking to monitor their progress along the way, according to previous research.

Demand Gen Report recently conducted the “2018 Marketing Measurement and Attribution Benchmark Survey” and found that 87 percent of marketers believe marketing measurement and reporting continue to be top priorities.

That being said, 58 percent believe that their current ability to measure and analyze marketing performance “needs improvement or worse.” Seventy percent said that the desire to show marketing’s impact on pipeline and revenue is their main driver for improvement.

“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.”

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