Member Article

B2B marketing specialist alan. reveals 82% of business leaders find B2B marketing boring

New research conducted by alan. confirms growing concerns in the sector that B2B marketing has become stagnant and is no longer fit for purpose


88% of CEOs say they a new bold, contrarian or provocative approach is needed

100% of respondents say marketers need to make themselves accountable for tackling the risk-averse culture in the B2B industry

82% think the majority of B2B brands fail to customise their marketing to target audience sectors


New research launched by B2B marketing specialist alan reveals 82% of business leaders find B2B marketing boring and repetitive.

The study of UK technology, financial services and professional services leaders by B2B marketing specialists alan. has revealed that business leaders think most B2B marketing is not fit for purpose.

More than half of B2B marketers surveyed (53%) feel they work in a risk-averse culture (so not set-up to break the mould when it comes to new thinking) and 33% feel their company doesn’t understand brand building.

But the survey suggests they should take a bolder approach, with CEOs, CFOs and COOs united and unequivocal with 100% saying marketers need to tackle any risk aversion in their businesses and 88% of CEOs saying marketers need to take a bolder, more contrarian or provocative approach.

This includes taking a radical approach to the look and feel of the brand and marketing departments having more synchronicity between different arms of the business to pool creative ideas.

alan’s study goes one step further, showing that the C-suite is craving more intense emotions in marketing tactics to drive B2B buying behaviour.

  • 70% feel great affinity to a brand when moved on an emotional level
  • Half want brands to demonstrate they understand their human experience
  • and 85% respect brands that aren’t afraid to have an opinion and disruptive position on the industry.

Commenting on the report, Michael Richards, Managing Director of alan said: “We want to shine a light on what business leaders really think of B2B brands. Our plan for this research was to awaken B2B brands to the reality that their marketing approach as it stands just isn’t working.

“Buyers are screaming for a braver, more provocative B2B marketing approach that injects emotion and humanity. We argue for marketers to make B2B electrifying and deeply moving. For B2B brands to deliver to clients and audiences, marketers need divisive positioning, defiant leadership and improved tactics that allow them to tap into the human truth of marketing.

“It’s now or never for B2B brands to adapt, not only to thrive but to survive. And those who do will reap great rewards.”

This was posted in Bdaily's Members' News section by Business News .

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