B2B marketing faces challenges due to traditional mindset of individuals. Marketing is a strategy to increase sales, which affects revenue generation. Marketing teams need to work more towards getting investments. The challenges faced by B2B marketers are common overall. They need to overcome these barriers to demonstrate their contribution towards revenue generation. Firstly, they need to identify the challenges that may arise, and then deal with them.
A survey was conducted on more than 1700 B2B marketers to study the challenges faced by them. 62 percent of the marketers feel that there is lack of staffing, budgeting and time, which hampers the success of marketing. Most companies do not invest in marketing feeling that it does not guarantee returns, and some of them do put in some money but only in the extreme stages, which gives less time for the marketers to work on a strategy to generate sales.
32 percent of the surveyed believed that there is lack of alignment between sales and marketing. Manufacturing and packaged goods sector seem to be most affected by this. Another barrier faced by them is lack of sufficient insight on target audience.
Limited ability to develop content was the problem faced by 35 percent of the surveyed marketers. The least affected in this category was the publishing sector and media, as they have a large access to content.
Another major parameter which posed challenge to the marketers was the lack of ability to stop executing and think strategically, which was faced by 39 percent of the marketers. Large organization, which were unaffected by parameters like resources and manpower, were most affected by this. Smaller organizations seemed to adapt faster to the changes in the industry. They develop strategic writing at all levels in the organization. These were the details of some of the statistics from the survey conducted on marketers from various fields.
