Forrester interviewed European B2C marketers to understand their 2021 priorities and actions they plan to take in the coming six to 12 months.
Marketers are more focused on improving customer experience in the coming months than other marketing aspects. The percentage of marketers who see improving CX as their company’s top priority jumped from 26% in 2019 to 46% in 2020.
Additionally, European businesses are prioritising cost reduction over revenue growth to drive profitability. The percentage of marketers who see revenue growth as a high or critical business priority in 2020 has dropped from 52% in 2019 to 41% in 2020.
The interviews revealed that businesses are focusing on speed and agility to improve campaign performance. The article states that focusing on empathy and adapting strategies to online contexts can help B2B brands re-establish trust among customers.
[2 minute read]