Gartner Research

Survey Analysis: B2C and B2B Multichannel Marketers Wrestle With Operations, Lack of Customer Insights

Published: 16 April 2019

ID: G00377940

Analyst(s): Noah Elkin , Anna Maria Virzi

Summary

Gartner’s 2019 Multichannel Marketing Survey shows the hidden strengths and trouble spots that differ in B2C and B2B marketing programs. Marketing leaders can use this research to uncover critical differences in multichannel strategies.

Table Of Contents

Survey Objective

Data Insights

  • B2C and B2B Multichannel Marketers Face Operational Challenges; Nearly Half in B2B Expect Issues to Persist Through 2019
  • B2B and B2C Multichannel Marketers Struggle to Apply Customer Insights
  • B2C and B2B Multichannel Marketers Use an Average of Seven Channels Each
  • B2C Marketers Make Brand Awareness the Top Objective for Most Marketing Channels
  • B2B Multichannel Marketers Underestimate the Role of the Company Website for Driving Sales
  • Most B2C Multichannel Marketing Leaders Use Marketing Mix Models; a Majority of B2B Marketers Employ MMM and MTA
  • Methodology
  • Definitions

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