Are business-to-business (B2B) marketers confusing customers with inconsistent messaging? The large majority could be, based on December 2014 polling by Corporate Visions.
When asked about how they ensured consistency across marketing campaigns and sales content, B2B marketers were most likely to depend on templates and tools to reinforce training. While a promising 50.8% had provided training to content creators, they simply relied on them to apply messaging consistently after this. In comparison, just one-third of respondents provided ongoing coaching and feedback.
B2B content is in high demand pre- and post-purchase, and according to Salesforce.com polling in November 2014, content marketing ranks as the leading area where B2B marketers worldwide plan to increase spending this year, cited by 66%. But dollars can’t fix everything. Marketers need to get their messaging together if they want to reach prospects and customers effectively. Read the rest at eMarketer.