Printing Innovation Asia Issue 5 2021
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Are you delivering t buyers want? When you receive marketing communications is your interest gained? Is the content relevant? Are you drawn to learning more? Do you make a purchase? When you receive marketing communications is your interest gained? Is the content relevant? Are you drawn to learning more? Do you make a purchase? New research suggests that too often the answer to these questions is no. The Experience Disconnect: 2021 B2B Marketing Report from Uberflip,
American cloud-based content experience platform, showed a major disconnect between the personalisation buyers want and what marketers are actually delivering. This wastes marketing resources and frustrates buyers.
the buyer journey found that many highly rated their companies’ ability to personalise content (52% scoring themselves at least a 4 out of 5). However, they are missing a key opportunity to deliver what buyers find most important. In fact:
The survey of 500 B2B buyers and marketers on their expectations for
• 1 in 5 marketers rated boring or unengaging content as a top pain point when researching a purchasing decision. Only 5% of buyers agreed. • 1 in 3 buyers stated irrelevant content as one of the most frustrating parts of researching a purchasing decision, compared to less than a quarter of marketers. • Relevant content was buyers’ top driver (61%) for taking action, however relevant content didn’t even make it into marketers’ top three. • Over half (54%) of the marketers surveyed said personalised calls to action were their top method for getting buyers to take action or engage, while less than a third of buyers identified that as a driver for taking action. Global marketing communications agency Wunderman Thompson posed a similar question to 1,000 consumers and 500 marketers and customer experience decision makers in Great Britain. It discovered that if not handled properly, efforts to personalise can alienate customers with 33% of consumers stating targeted ads were among their biggest frustrations. However, when relevant and contextualised, 42% said targeted ads
