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The Engagement Gap: How B2B and B2C Firms Are Missing the Mark

  • The Engagement Gap: How B2B and B2C Firms Are Missing the Mark

    by Ayaz Nanji


    Author: Ayaz Nanji

    Most marketers say they have a deep understanding of how to engage consumers. But many consumers do not agree with that assessment. And, increasingly, neither do the outcomes.


    There is a Huge Disconnect Going on Here

    At least that was what was revealed by recent research from Marketo [download available]. According to the report, brands have a much more positive view of how innovative their engagement activities are. 83% of marketers say their engagements are extremely or very innovative. But only 33% of B2B customers and 23% of B2C consumers agree with that.


    B2C consumers and B2B customers both say the biggest barriers preventing them from further engaging with brands are too much irrelevant marketing content. Additionally they indicate that companies’ not offering anything beyond products/services is a barrier.


    For more of the data, insights and to download the original report, read the full article at MarketingProfs.com


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