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Key B2B Marketing Challenges and Strategies

by Julia Cupman  |  
March 24, 2015

A recent B2B marketing study by B2B International paints an interesting picture of the current marketing challenges US businesses are encountering, the strategies they are employing, and what they could be doing more of in the future.

The findings also provide comparisons with similar businesses in the UK and Germany.

Business and Marketing Challenges in the US

Nearly three-quarters (72%) of US companies selected innovation as one of their top 5 current business challenges, followed by building market share (57%), countering the competition (45%), and increasing brand awareness (43%), according to the research, which assessed businesses with a mean revenue of $6 billion.

As for challenges specific to marketing, 56% of businesses expressed difficulties building their brand and developing effective communication strategies, and 31% said they are concerned about business growth, such as attracting new customers and penetrating new market segments.

The Use of Marketing Strategies and Research

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Julia Cupman is vice-president at global business-to-business market research agency B2B International, which serves a wide range of sectors, from traditional heavy industry to financial and business services. Reach her via +1-914-761-1909 or email:

LinkedIn: Julia Cupman

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