B2B Multichannel Marketing: Top Channels, Trends, and Challenges
B2B marketers say email is the channel that has the biggest impact on their multichannel strategy, according to recent research from ZoomInfo and Ascend2.
The 'Purpose Gap' Facing Many B2B Brands
Marketing Strategy — Tue., Sep. 15, 2020The Association of National Advertisers (ANA), Carol Cone On Purpose, and The Harris Poll recently conducted a survey of 259 B2B professionals with a job title of director or higher that revealed 86% believe it is important for a B2B business to have a clear purpose, yet only 24% have embedded a purpose into their business.
The biggest barrier to activating a purpose appears to be that it feels more like a PR exercise than an authentic commitment, with 56% of respondents agreeing with the statement. Moreover, 51% agree that purpose does not play a considerable role in their competitive set.
93% of respondents say their B2B brand is somewhere on the "purpose journey," with 42% in the early stages and 57% saying their brand is more focused on purpose than it was three years prior.
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The 'Purpose Gap' Facing Many B2B Brands
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