Most B2B marketers think brands should focus on customer experience as their B2C counterparts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 22, 2019, 10:29 AM UTC

84% of marketers also said their teams will focus more on data this year.

A Dun & Bradstreet survey revealed that nearly 90% of B2B marketers think their organisations should focus on customer experience (CX) like their B2C counterparts. Despite efforts to deliver personalised omnichannel experiences, over one-third respondents consider their inability to use their existing data and tools to be their biggest CX challenge.

The inability to identify customer touchpoints and lack of customer journey insights are some of the prominent CX challenges that marketers face. The study concludes that B2B brands don’t need more data, instead, they should utilise the data they already have.

Dun & Bradstreet’s Lauren Bakewell says that unlike B2C businesses, B2B brands need the full customer picture of both the “individual” and the “account”. This can help brands deliver personalised and consistent customer experience.

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