The business-to-business (B2B) world has widely adopted lifecycle marketing, according to 2015 research. But some stages are being neglected, and many firms still have not gotten on board.
According to polling by Demand Metric sponsored by Pardot, 50% of B2B marketers in North America are doing at least some customer lifecycle marketing. But just 19% of all respondents are marketing to all stages of the lifecycle. Another 22% are focusing on a few stages now with plans to expand, while a further 9% do not plan to market to the full lifecycle in the future.
The 50% of B2Bs that have either not heard of customer lifecycle marketing or are just not doing it say the biggest issue is with staffing and budgets. About three in 10 respondents who didn’t do lifecycle marketing said that was why. Additionally, 39% cited a lack of technology, and 23% said they did not have management support. Read the rest at eMarketer.