The Experience Disconnect

With myriad tech and analytics tools at their fingertips, marketers are more in control of the B2B buyer journey than ever before. Unfortunately, there’s often a disconnect between the experiences they deliver and what buyers expect. Poorly targeted social posts with irrelevant messages are missing buyers, while they search the internet in vain for useful content. The result: wasted marketing resources and frustrated prospects.

To understand the sources of the experience disconnect, we surveyed 250 B2B buyers and 250 marketers across America about their expectations for the buyer journey to see how their responses compared. As buyers’ expectations continue to grow, although marketers are working hard to meet them, they are still missing the mark. Our results revealed four key areas where marketers can optimize their approaches to drive stronger results for their marketing programs.