Limited internal resources is the biggest difficulty for B2B marketers, according to research by Williams Lea Tag and the DMA.
The research – Evolving the customer journey – surveyed 150 UK marketers to outline the top five biggest challenges marketers face.
Inefficient processes (46%), and limited budget (44%) took second and third place on the challenges list. While lack of internal digital integration (35%) and lack of talent or skills (35%) were cited as the fourth and fifth difficulty marketers face.
The report also found brands are responding to these challenges by creating more digitally-led products and services, assessing the impact of digital on customers, transforming IT to become agile, and researching new digital initiatives.
Jonathan Simpson-Dent, CEO EMEA at William Lea Tag, said: “Successful brands are showing the way by utilising digitisation to be able to better manager offline experience in truly integrated marketing campaigns. Working with the right marketing activation partners empowers these brands to engage and work with different partners on both global and local levels.”
Rachel Aldighieri, MD at the DMA, added: “Not all that long ago, brands and their agencies could comfortably push their marketing messages through a limited number of established media channels, confident in the predictability of the customer’s journey from each channel through to engaging and potentially purchasing from the brand.
“Then the internet came along and completely changed the world in which we all live and work. Despite the challenges in keeping pace with this change, what’s most important is that these are all within an organisation’s own power to resolve. By putting the customer first, organisations can focus on experience and journeys they want, aligning their digital futures to these.”
Top 5 B2B marketing challenges
- Limited internal resources
- Inefficient processes
- Limited budget
- Lack of internal digital integration
- Lack of talent or skills.
