In 2024 B2B marketers have been presented with fresh opportunities as well as challenges. Derived from first-party research from the Insights for Professionals (IFP) community, this in-depth infographic supplies pivotal insights, preparing marketers for higher success rates.
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Key pain points and challenges
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- Data utilization: The principal concern for 74% of marketing operations professionals is optimizing data value.
- Channel management: For 31% of US and 26% of UK marketers, organic social proves to be the most difficult channel to manage. Furthermore, 49.5% of senior B2B marketers report difficulties in generating sufficient content for effective audience engagement
Marketing automation and data
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- Effectiveness: A mere 71% of marketing VPs appraise their marketing automation strategy as partially effective
- Intent data: Considered essential by 98% of marketers for their marketing and sales journeys, intent data is employed by 61% of senior B2B marketers for audience segmentation through action and search clues
Lead generation and conversion
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- Sales cycle: For 58% of B2B marketers, converting a meeting with a senior decision-maker into a qualified lead takes up to six months. Enhancing lead quality and optimizing prioritization remain primary objectives in B2B lead generation
- Data-driven strategies: An increase in conversion rates has been witnessed by 88% of marketers through the deployment of data-oriented tactics
Investment trends
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- Marketing tools: Intended usage of marketing tools is experiencing a sharp rise among marketing operations professionals in both NAM (+116%) and EMEA (+102%)
Content strategy
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- Challenges: Over half (53%) of senior marketers view the overwhelming focus on sales and bottom-funnel content as a significant problem. Additionally, nearly half report difficulties in creating impactful messages, citing a lack of deep insights as a primary obstacle
- Benefits of intent data: For 63% of senior B2B marketers, the principal advantage of intent data lies in the crafting of effective buyer personas
Leveraging these insights, B2B marketers can navigate the marketing landscape more effectively, strategically allocating resources to drive success and growth. By staying informed on emerging marketing trends and understanding their impact, professionals can enhance their approaches and achieve greater outcomes in the evolving marketplace.
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