Chief marketing officers (CMOs) at B2B organizations go all-out to break through to buyers with personally relevant communications, yet nearly two-thirds fail to see returns on their investments in message targeting and relevance. This challenge is rooted in the multiple layers of uncertainty faced by B2B buyers when considering a major purchase, which often lead to delayed or smaller deals.
According to one B2B marketing executive in the technology industry, “If you don’t come at it in a different, unique way, you’re just not getting the conversions. We have to be more precise and more personalized in our engagement. We don’t have a choice if we want to hit our numbers.”