Catch Up – Whether it’s analyzing data to deliver

Whether it’s analyzing data to deliver funnel-shaped messages, creating compelling multi-platform experiences, or delivering multi-channel communications to customers, marketers need to make sure they deliver the full experience that customers want. Thirty-nine percent of B2B and B2C landscapes are no longer separate. Adobe recently published a report describing the results of a survey we conducted among 1,215 B2B traders and customers in the UK, France and Germany. Just as many consumers stop buying from retailers whose ethics they do not share, 30% of B2B consumers move away from a brand whose values do not match their own. Marketers need to have a differentiated understanding of when to deliver a specific message, and they need to find a way to create a customer experience that takes all this into account. Other buyers need safety, protection and ease of use, which is important for both consumers and businesses. Marketers need to follow a strong CXM strategy and focus on engagement and experience to build trust and long-term relationships. This report shows that customization is essential to retain B2B buyers, with 49% of them saying that customized offers and communications will encourage them to stay with a supplier.