Demand for tailored B2B content and experiences is increasingly rising: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 10, 2021, 3:56 PM UTC

A Heinz Marketing-Drift survey of 500 B2B professionals highlights how B2B customer experience has transformed over the past year.

The study shows that consumers now expect personalised experiences, 24/7 support and instant access to brands they do business with. With demand for tailored content and experiences rising, personalisation is a now necessity for B2B companies. Personalised engagement will continue to be a significant selling point for Conversational Marketing solutions.

Consumers are losing patience, and with information readily available across channels, buyers are now more likely to disengage and seek resources elsewhere when experiencing frustration. Both businesses and B2B buyers are prioritising quick, authentic experiences.

The pandemic accelerated adoption of Conversational Marketing solutions and AI-powered Conversational Marketing solutions are increasingly gaining traction. Over half of marketers implemented Conversational Marketing in 2020. Around 82% of respondents also said they find their AI-powered Conversational Marketing solution to be a precious asset in their existing sales and marketing strategy.

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