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

B2B Multichannel Marketing: Top Channels, Trends, and Challenges

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.

Digital Marketing for Biotech Companies: From Clinical Trials to Clicks

Digital Marketing for Biotech Companies: From Clinical Trials to Clicks

The biotech industry is super-competitive, requiring effective marketing to allow the novelty of the science to shine for all to see. This article provides areas to consider for prioritization of digital marketing efforts.

Undivided Attention: A Key Benefit of Traditional Mail Marketing

Undivided Attention: A Key Benefit of Traditional Mail Marketing

Nearly two-thirds of people say they give a piece of traditional mail their undivided attention while looking at it, according to a recent report.

The 10 Biggest Emerging Global Risks According to Experts

The 10 Biggest Emerging Global Risks According to Experts

Which global risks do experts believe will have the most impact on society in the near future? Is the general population worried about the same risks? To find out, AXA surveyed 3,226 experts and 19,016 members of the public.

Selling in a Recession: Challenges and Training Opportunities

Selling in a Recession: Challenges and Training Opportunities

The recessionary environment is driving the need for sales reps to personalize the buying experience. This article explores how individualized sales training helps ensure high-quality experiences.

What Makes B2B Influencer Marketing Programs Successful

What Makes B2B Influencer Marketing Programs Successful

Marketers who rate their B2B firm's influencer program as very effective are more likely to say they outsource the work, use AI, and keep the program going continually, according to recent research from TopRank Marketing and Ascend2.

Subscribe to the MarketingProfs Today newsletter