Study Finds Disconnect Between B2B Marketers And Buyers

B2B brands claim they are doing a great job of personalizing content. But buyers don’t agree. 

For one thing, marketers are prioritizing long-form written content like whitepapers (42%) and ebooks (30%) 

But customers prefer user reviews (64%), product tours (43%) and videos (33%), according to The Experience Disconnect: 2021 B2B Marketing, a study by content experience platform Uberflip, 

In addition, 61% of buyers say relevant content is the top driver for taking action or engaging with the vendor on a website or other digital property. Yet relevant content doesn’t even make it to the top three in the marketer’s playbook, judging by this study.

Still, 52% of marketers give their firms a score of four out for their ability to personalize content -- and a third of buyers list irrelevant content as one of the most frustrating tasks when researching a purchasing decision. Only a fourth of marketers agree.

Meanwhile, a majority of marketers have seen their budgets cut by 20%. But only 23% say that reducing costs and streamlining operations are strategic priorities. That’s not good, according to Uberflip.  

“While marketers work to slash budgets and meet ambitious targets, they need to be thinking critically about what will drive results and engage buyers in a meaningful way,” states Randy Frisch, president & chief marketing officer at Uberflip.

Uberflip surveyed 500 North American B2B buyers and marketers. 


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