65% of B2B marketers struggle with humanising their brand

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 03, 2020, 8:03 AM UTC

Allison+Partners surveyed major B2B brand marketers in the UK and Germany to understand their evolving marketing strategies.

With empathy, trust and care becoming vital brand currencies, 97% of B2B marketers believe it is important to humanise their brands. But, nearly two-thirds of them said they have either struggled to do so or do not know where to begin.

35% of B2B marketers also said they struggle to understand their customers’ purchase journey at each stage of the sales funnel. The possible reason behind this could be that almost half of the B2B marketing decision-makers have not conducted primary research on consumer needs and challenges in the last 12 months.

The report further found that only 36% of marketers realise the importance of personalising communication depending on specific stakeholders. In contrast, 57% of B2B marketers have not yet created personas or audience segments for targeted campaigns.

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