B2B Marketers Struggle to Get Their Content in Front of the Right Audiences

January 11, 2018

B2B marketing communication campaigns are facing difficulties reaching target audiences, according to the 2018 State of B2B Communications report [pdf] from Ytel. The study finds a majority of survey respondents agreeing that they have a hard time getting their message and content in front of their target audience.

Separately, survey respondents – who numbered more than 2,000 CEOs and other executives – said that getting their content in front of their audience was the joint top challenge of their marketing communication campaigns.

The other primary difficulty faced by B2B marketing communications is delivering quality leads, per the report. That challenge is likely related to the issues with reaching target audiences: a recent study found that B2B marketers’ biggest challenge in generating new leads is engaging targeted prospects.

The obstacles faced in reaching target audiences aren’t the result of a lack of prioritization. A recent report from the Content Marketing Institute indicated that 60% of B2B marketers either frequently or always prioritize providing the right content to the right person at the right time.

But it seems hard to achieve: last year, research revealed that the majority of enterprise marketers believe that less than half of their content is consumed. In that study B2B respondents seemed even worse off than their B2C counterparts.

Other Survey Highlights

In other results from Ytel’s survey released in its report:

  • Email was the preferred outreach tool for 39% of respondents, ahead of phone calls (22%) and social media (17%);
  • About 1 in 5 respondents said they’re very familiar with automation and how it can power their marketing campaigns; and
  • About 1 in 14 (7%) use direct mail to communicate with their audiences.

The full report is available for access here [pdf].

About the Data: The Ytel report indicates that it is based on a survey of more than 2,000 CEOs and other top executives from around the US.


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