New technology often leads to a gap between goals and execution across industries. According to a Demandbase study – done in conjunction with Ziff Davis – that is true for B2B marketers. A new ZoomInsights article reports on the research and offers some interesting insight into the challenges B2B marketers face.
The report indicates social media and content marketing are on the rise. But at the same time, it also shows that more than half of marketers have only a basic understanding of their target markets, with many focusing solely on job titles. The report also offers three conclusions to help marketers improve their success in the coming year, including the need for better targeting based on what they know about companies that are most likely to buy their products.