Recent research by Skout revealed that almost two in three marketing decision-makers felt it was easier to build good relationships with existing customers.
However, decision-makers faced different risks and challenges while enhancing these relationships.
- B2B marketers pointed to ineffective targeting, failure to engage with customers, and/or lack of differential as the main issues in building relationships.
- Only 50% of the B2B marketers executed customer surveys to understand their audience.
- One in three had implemented research activities, such as customer journey mapping, audience analysis, and CRM/data cleansing.
- Marketers believe failure to gather or act upon customer feedback and poor customer service and account management jeopardize relationships.