The 'Purpose Gap' Facing Many B2B Brands

The 'Purpose Gap' Facing Many B2B Brands

Marketing Strategy — Tue., Sep. 15, 2020

The 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.

... continue reading below
Sign up for free to read the full article.
Enter your email address to continue reading

The 'Purpose Gap' Facing Many B2B Brands

Don't worry ... it's FREE!

Already a member? Sign in now.

Related Articles

Martech 2024: Three Trend Predictions

Martech 2024: Three Trend Predictions

Another year in martech has passed at a blistering pace—with the discussion on new trends, technologies, and issues consuming our days. The author builds on his (mostly borne out) 2023 predictions about three martech trends.

Fundamental Change Is Coming to B2B Marketing in 2024

Fundamental Change Is Coming to B2B Marketing in 2024

The next few years will bring fundamental shifts to marketing. First things first, though: Prepare for what's to come in 2024 before looking further out into the future. Here's where 2024's most successful marketers and media agencies will direct their focus this year.

Knuckle Down in 2024: Three Predictions for Tough B2B Marketers

Knuckle Down in 2024: Three Predictions for Tough B2B Marketers

The bad news is that marketing isn't going to get any easier in 2024. The good news is that your marketing output is sure to improve if you use these three predictions to work both smarter and harder in the new year. See what's ahead...

Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

For marketers, belt-tightening is back for 2024. Balancing brand and demand investments, however, doesn't have to hurt. In fact, taking these six steps can increase impact, build resilience, and pave the way for long-term growth. Do more with less.

What to Keep In-House and When to Use an Agency: A Four-Part Decision Framework

What to Keep In-House and When to Use an Agency: A Four-Part Decision Framework

"What should I keep in-house, and when should I use an agency?" That marketing and advertising dilemma may be one of the most persistent. And the decision can be hugely consequential. Here's how to weigh your options.

B2B Marketing Budget and Spend Trends for 2024

B2B Marketing Budget and Spend Trends for 2024

Most B2B marketers do not expect their marketing budget to decrease in 2024, according to recent research.

Subscribe to the MarketingProfs Today newsletter