Are business-to-business (B2B) marketers confusing customers with inconsistent messaging? The large majority could be, based on December 2014 polling by Corporate Visions. Among B2B marketers worldwide, fewer than three in 10 followed a well-established message development process for marketing campaigns and sales content development.
That left more than seven in 10 respondents who didn’t implement a formal process. Somewhat disconcerting is that many of those who didn’t use a messaging development process actually had one; 35.1% had an established process but said they didn’t apply it consistently, while an additional 13.2% had one but said it was rarely following due to lack of awareness or little concern about accountability. Meanwhile, about one-quarter seemed completely lost. Read the rest at eMarketer.