Almost 1 in 3 B2B Marketers Say Their Content Is Company-Focused, Not Customer-Centric

January 22, 2015

This article is included in these additional categories:

B2B | Content Marketing | Customer-Centric | Digital

CorpVisions-B2B-Marketing-Campaigns-Customer-Centricity-Jan2015The biggest way in which B2B content fails to change business executives’ perceptions is by too closely resembling a sales pitch, according to a study released last year by the Economist Group and Peppercomm. Yet, a sizable portion of B2B marketers might be falling into that trap, per new survey results [pdf] from Corporate Visions.

The survey asked more than 500 B2B marketers and salespeople if their companies’ marketing campaigns and sales content are more customer-centric or company-centric. While a plurality (41%) of respondents indicated that their campaigns contain an even mix of both, slightly more respondents said they focus on their own company’s story (32%) than indicated that they focus on their prospects’ story (27%).

That’s an interesting result in light of the emphasis being placed of late on “customer-centricity.” It also harks back to the aforementioned Economist Group study, which found that B2B marketers are more frequently referencing their products and services and experts’ points-of-view in their content than curated research and insights, which may offer a broader view of the industry that’s more in line with what executives reportedly want when making decisions.

There’s certainly room for organizational improvement when it comes to marketing developing a more customer-centric approach, according to a CMO Council study released late last year. Only 45% of respondents (52% of whom identified as B2B brands and another 30% as hybrid brands) to that survey rated the customer centricity of their organization as high (14%) or good (31%).

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This