B2B Customer Acquisition: The Role of Human Engagement in a World of Digital-First Marketing
What's this research about?
According to a press release from Gartner in May 2021, B2B sales organisations must deliver a human-assisted buying experience to customers in order to succeed in today’s digital-first environment. Whilst digital B2B marketing spend is growing at 25%, Gartner found 64% of surveyed customers cannot tell the difference between one B2B brand’s digital experience and another’s. So in a world of ever increasing digital dominance, can buyer engagement with human sales reps be a point of competitive differentiation to drive higher revenue growth? Gartner says B2B sales reps must now embrace new tools and channels as well as new ways of engaging to match their customers' ways of learning about and buying products. As digital transformation accelerates, this Market View publication will feature the thoughts and views of enterprise CMOs and marketing leaders on the evolving role of human engagement in B2B customer acquisition. *Please note, these interviews are invitation only. Do not register for an interview if you have not received a written invitation from TechPros.io or our sponsor.*
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Background reading to set some context for the interview:
Our sponsor, Growth Intelligence powers smarter targeting for B2B revenue teams with the UK's richest data on SMEs.
Growth Intelligence is promoting a discussion about the future role human beings will play in B2B customer acquisition.
An eBook will be published in Q1 2022 and will be complimented by several articles in the trade press and a series of events.
See 2 example questions:
According to Forrester’s 2021 B2B CMO survey, during the pandemic, B2B organisations learned to put the customer first and at the centre of everything they do.
How do you think B2B buyer attitudes have changed in the post-pandemic recovery period and what in your mind should organisations be doing differently to improve customer acquisition?
In the same report, Forrester claims that to succeed B2B marketers must not only understand customers’ complex needs and motivations, but they must also demonstrate empathy by feeling customers’ challenges and communicating in their voice. This is essential to delivering exceptional experiences and therefore converting more sales. What role in customer acquisition do you think human beings will play in an increasingly digital buyer journey?