Seamless B2B: Marketers Deploy Data To Drive A Cross-Channel Experience

B2B marketers face many obstacles when creating a multi-channel strategy, the main one being setting up the strategy itself. But they are coping, judging by The B2B Perspective on Multi-Channel Marketing, a study from Zoominfo, conducted by Ascend2. 

Only 20% rate themselves as very successful, but 75% say they are somewhat good at it. And a mere 5% are unsuccessful. 

But they are trying: 39% say it is very important to have a multi-channel strategy, and 50% that it is somewhat essential. At the bottom end, 8% feel it is somewhat unimportant and 3% extremely unimportant. 

The main challenges are:

  • Creating an effective strategy—57%
  • Insufficient budget/resources—46% 
  • Data quality—44%
  • Data quantity—26% 
  • Ineffective marketing attribution—16% 
  • Disconnected technology stack—15%
  • Siloed/conflicting data—9%



Another issue might be sales-marketing alignment. Of those polled, 19% say they are in sync to a great extent, and 49% that they are somewhat so. But 20% admit to having very little alignment, and 12% none at all. 

Email is rated the most effective channel for connecting with prospective buyers:  

  • Email—73% 
  • Phone—39% 
  • Events—31% 
  • Ads—25% 
  • Text—19%
  • Mail (print)—19% 
  • Chat (bot/live)—6%

The respondents also rate email as the channel having the most impact on their multi-channel strategy:

  • Email marketing—50%
  • Social media—33%
  • Content marketing—26% 
  • Digital advertising—18% 
  • Partnerships—16%
  • Public relations—15% 
  • Account-based marketing—14% 
  • Video marketing—13%

What do multi-channel marketers need most? Data. But not all B2B firms feel they are able to utilize data across multiple channels for a consistent customer experience:

  • Strongly agree—19% 
  • Somewhat agree—57% 
  • Somewhat disagree—18% 
  • Strongly disagree—6% 

What are the challenges in collecting and analyzing data for multi-channel efforts? They are:

  • Lack of resources or expertise in data analysis—42%
  • Difficulty in tracking and consolidating data from different sources—36%
  • Incomplete or inaccurate data—34% 
  • Lack of an overall data strategy—33% 
  • Privacy and security—27%

Still, B2B marketers are avidly deploying data to achieve personalization:

  • We use data to personalize product recommendations and promotions—47%
  • We use data to segment our audience and create targeted marketing campaigns—42%
  • We use data to create personalized email campaigns—40%
  • We use data to personalize website content and messaging—39% 

Despite the challenges, 23% use the same messaging across all channels, 35% customize messaging for each channel, 16% customize messaging on targeted personas and 22% use a combination of the above approaches. 

And many say they are automated, at least to some extent:

  • Fully—7%
  • Mostly—18% 
  • Partially—32%
  • Very little—26%
  • Not at all—17%

Ascend2 and Zoominfo surveyed 101 B2B marketers in April 2023. Of this sample, 19% were in firms with more than 500 employees, 23% had 50 to 500, and 58% fewer than 50. 

Next story loading loading..