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Putting the B2B Customer Front and Center: A Holistic Approach

Original Presentation Date

Jun 03, 2020

Key Takeaways

  • Key challenges among US and UK-based B2B marketers and how they plan to address these challenges 
  • The most employed marketing strategies and tactics among B2B marketers 
  • The most useful types of research for B2B marketing executions 
  • How marketers view the economic outlook and what these views mean for their marketing 

Detailed Overview

A recent survey of B2B marketing and research professionals in North America and Europe, conducted by B2B International, finds that five out of their top six overall business challenges currently center around building customer-centricity within an environment of increasing complexity. These survey results signal a clear consensus among B2B marketers that not just maintaining but elevating customer-centricity is the industry’s overriding imperative.

For research, this means continuously striving to capture and distill deeper, more incisive insights on B2B customers; for creative, this means translating those insights into more resonant and personalized marketing messages; and for media and strategy, this means targeting and delivering those messages with ever-greater precision and accuracy.

Join Merkle, B2B International, and guest speaker from Forrester as they dive deeper into these survey findings and discuss ‘never before’ solutions required for today’s agencies to meet the evolving demands of the booming B2B marketplace. 

Please note that this webinar is hosted by ANA and is only available to ANA members. You will be taken to their website to register.

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Michael McLaren

Global CEO, Merkle B2B

Laura Ramos

Vice President, Principal Analyst, Forrester

Julia Doheny

President - Research, North America, B2B International