Gartner for Marketers Research

Amazon Intelligence September 19, 2019

Getting Started on Amazon for B2B Brands

Through 2019, revenue growth remains a top priority for CEOs. This priority is shared by other senior business executives, including marketing leaders, who must prioritize plans to drive growth through intelligent innovation and go-to-market strategies.At the center of the challenge for B2B marketers is a question of what to do about digital commerce and the role it plays in meeting their firms’ growth objectives. Missing from most B2B digital commerce strategies, however, is a solution for what to do with or about Amazon. More than half — or 52% — of B2B companies say that they do not have a formal strategy to compete with, or even on, the Amazon platform.This report aims to help marketing leaders at B2B brands build the foundational knowledge needed to better understand the Amazon marketplace, measure their performance on Amazon relative to category peers and learn what levers they can pull to impact performance.

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