Most B2B marketers say customer engagement is a high priority both within their marketing organization (72%) and across their entire company (58%), but they don't rate their company's level of customer engagement highly, according to a survey from the Business Marketing Association.
Moreover, 64% of surveyed B2B marketers say they use social media to engage customers, but far fewer report effectively mining those conversations for insight into customer opinions.
Below, other findings from the 2010 Customer Engagement Survey, conducted by SPSS—an IBM Company—for the Business Marketing Association (BMA).
Asked to grade their level of customer engagement, 43% of B2B marketers give their company a C, but more give their companies a D or an F and than those giving their companies an A: 11% vs. 8%.
Marketers are even more critical when they compare their customer engagement with the efforts of their B2C counterparts: 62% say B2B marketers lag behind B2C in engaging with their customers.
Despite such poor self-ratings, B2B marketers are motivated to create value both for their customers and their companies: 72% of surveyed marketers cite customer retention and loyalty as their primary impetus for customer engagement. Other top drivers are the better tailoring of products and services to customer needs (54%) and improving the customer experience (41%).
Sources of Customer Information