The biggest way in which B2B content fails to change business executives’ perceptions is by too closely resembling a sales pitch, according to a study released last year by the Economist Group and Peppercomm. Yet, a sizable portion of B2B marketers might be falling into that trap, per new survey results [PDF] from Corporate Visions.
The survey asked more than 500 B2B marketers and salespeople if their companies’ marketing campaigns and sales content are more customer-centric or company-centric. While a plurality (41%) of respondents indicated that their campaigns contain an even mix of both, slightly more respondents said they focus on their own company’s story (32%) than indicated that they focus on their prospects’ story (27%). Read the rest at MarketingCharts.