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Is B2B Marketing and Sales Messaging Improving?

by Ayaz Nanji  |  
October 11, 2017

Most B2B buyers say the marketing and sales communications they receive from brands have improved over the past few years, according to recent research from Dun & Bradstreet.

The report was based on data from a survey of 312 B2B buyers in North America and the United Kingdom.

Some 51% of respondents say B2B marketing and sales communications have improved over the past few years, 24% say communications have gotten worse, and 25% say they have stayed the same.

Among B2B buyers who say marketing and sales communications have improved, 41% say messaging is now more relevant to their organization.

Among B2B buyers who say marketing and sales communications have gotten worse, 39% say messaging now often looks canned or like spam.

B2B buyers say the two most frustrating things about bad sales/marketing calls from vendors are when the caller fails to do basic research about their company and when the caller contacts them at the busiest time of the day.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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