B2B software as a service (SaaS) marketers are being tested — 55% say it has become more difficult to reach customers over the last five years, according to a new study from Exclaimer: The future of 1:1 marketing: Exploring challenges & personalization trends.
Of that group, 82% say it is more difficult to capture customer attention. And 65% have seen an increase in the number of touchpoints required, while 58% feel it is harder to differentiate their brand against competitors.
On a practical level, the top three challenges are:
But there a solution: personalized 1:1 marketing, which 86% now deem essential.
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Email ranks high among preferred methods for brand engagement:
Despite all that, 30% believe we haven’t yet seen “the most impactful marketing era.”
How are marketers measuring personalization success? They track: