Marketers are more in control of the B2B buyer journey than ever before, yet unfortunately, there’s often a disconnect between the experiences marketers deliver and what buyers expect. As many marketing departments face budget cuts going into 2021, it’s never been more important to close the gap to start saving marketing resources by giving buyers what they truly want upfront.
To understand the sources of the experience disconnect, we surveyed 250 North American B2B buyers about their expectations for the buyer journey. Then, we surveyed 250 North American marketers to see how their responses compared.
In this report, we explore:
- Why most marketers’ approach to personalization is missing the mark (and what your buyers want from you instead)
- Which types of content marketers are over-prioritizing
- The one key thing most marketers are underestimating when it comes to increasing buyer engagement