Commentary

B2B Drift: SaaS Marketers Say It Is Harder To Reach Customers

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:

  • Capturing high-quality leads — 54%
  • ROI measurement — 42% 
  • Reduced marketing budgets — 35% 

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:

  • Social media — 40% 
  • 1:1 email — 33% 
  • Mass email — 13% 
  • Direct mail — 7%
  • Telephone — 4% 
  • Other — 3% 
  • These are the preferred technologies: 
  • CRM — 72% 
  • Social media — 55% 
  • Networking information — 55% 
  • AI & machine learning — 36% 
  • Other — 6% 

Despite all that, 30% believe we haven’t yet seen “the most impactful marketing era.”

How are marketers measuring personalization success? They track:

  • Conversion rates — 78%
  • Customer retention — 46%
  • Click through rate—38%
  • Annual Recurring Revenue (ARR) — 31%
  • Monthly Recurring Revenue (MRR) — 23%
  • Average Revenue Per User — 19% 
  • Churn rate — 12% 
Exclaimer surveyed 120 global B2N SaaS marketing leaders.
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