B2B Firms Face Customer Experience Gap Despite Heavy Investment

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espite ramping up investment in customer data, lead management and audience segmentation, many business-to-business advertisers are still struggling to meet buyer expectations for consistent, personalized experiences, according to a new report from Adobe and Oxford Economics.

While most B2B organizations have built strong capabilities in managing outbound marketing and lead pipelines, the study suggests they’re falling short where it matters most: delivering relevant, role-specific content and seamless customer journeys. Nearly two-thirds of buyers report encountering inconsistent experiences depending on the product or service they're engaging with—pointing to fragmented execution across business lines.

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