The notion that effective marketing requires deep customer knowledge seems obvious. After all, how can a business cater to their requirements unless it understands its customers?
Yet many B2B marketers appear to be failing to connect with them. A recent survey reported that 71% of B2B customers are either indifferent to their vendors, or actively disengaged.
Why is this the case? It might come down to the perception that B2B marketing is impersonal; a feeling there isn’t a need to connect on an individual level in the same way as a B2C marketer does. Customers today have high expectations from their experience of the B2C world. It is only natural that they want to apply those same expectations to the B2B world.