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B2B Digital Marketing Strategy Survey Results

Picture of the author, Mary Clare Davis
By Mary Clare Davis
M07 10, 2018

Our most recent email series introduced a step-by-step approach to website personalization strategy. The strategy series outlined the five elements of a successful strategy: Solutions, Segmentation, Targeting, Tactics, and Optimization inspired by the Website Personalization Strategy eBook. In each email, we asked our B2B marketing subscribers one question about their digital marketing strategy. Let’s take a look at what you all had to say.

What is your #1 marketing challenge?

50% of marketers surveyed answered “Not enough qualified leads.” This echoes the most common goal that our customers seek to solve with personalization.

Are you segmenting your website audience for anonymous visitors?

Only half of respondents are segmenting for anonymous visitors—that means the other half are ignoring 95% of their audience.

How are you targeting with paid media?

A significant 86% of marketers surveyed said they are targeting their paid media based on buying role or persona attributes. It would be seamless for the majority of B2B marketers to mirror this persona-based experience on their website.

Where are your buyers abandoning their journey?

30% of respondents don’t know where buyers are abandoning their journey and 60% know they’re dropping out of the journey in the Consideration and Decision phases. There is an urgent need for responsive nurture throughout the buyer’s journey.

On average, how often do you review your digital campaigns?

Over half of the marketers surveyed review their digital campaigns weekly. All of your digital campaigns drive to your website. How often are you reviewing and optimizing your website strategy?

Get the definitive guide to a successful website personalization strategy in the Website Personalization Strategy eBook.

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