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B2B Customer Experience Benchmark Report 2016

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B2B Customer Experience Benchmark Report 2016

  1. 1. B2B Customer Experience Benchmark Report 2016 From Content to Revenue: Original Research on the Marketing-Driven Customer Experience
  2. 2. As marketers, we’re told over and over again that the quality of the customer experience will make or break our bottom line...
  3. 3. ” “By 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago. Source: Gartner for Marketing Leaders Blog
  4. 4. ” “Customers are 5.2X more likely to purchase from companies with a great customer experience. Source: Customer Experience Matters 2015, Temkin Group
  5. 5. However, customer experience is a lofty term, encompassing each customer interaction with a brand across channels and technologies. With so many factors at play, we needed to know:
  6. 6. What strategies and tactics actually drive an effective B2B customer experience? Are we as effective as we think we are?
  7. 7. As it turns out, not very effective—yet. Only 12% of B2B marketers rate themselves as “very effective” at delivering a consistent customer experience. 5%12% 55% 28% How effective is your marketing organization at delivering a consistent customer experience? Very effective Somewhat effective Not very effective Not at all effective
  8. 8. The good news: there’s a clear path to success.
  9. 9. Consistency is king. 85% of B2B marketers agree or strongly agree that consistency drives customer experience. Consistency across content, teams, and channels is the backbone of an effective customer experience. Strongly agree Disagree Agree Strongly disagree
  10. 10. So, what’s holding us back? Inefficient internal processes, tracking and reporting the right metrics, and a lack of alignment across internal teams are the top three barriers to success. What are your greatest barriers to success? 1.  Inefficient internal processes 2.  Tracking and reporting the right metrics 3.  Lack of alignment across internal teams Inefficient internal processes 42% 23% 49% 26% 34% 14% 33% 11% Tracking & reporting the right metrics Lack of alignment across internal teams Sales/marketing alignment Lack of consistency across channels Perception of marketing within the organization i.e. see marketing as cost center vs. revenue generator Lack of visibility into marketing/business plans Other
  11. 11. It’s time to get organized.
  12. 12. Marketing-Driven Customer Experiences Are More Effective
  13. 13. B2B marketers understand the impending significance of delivering a consistent customer experience, and the majority of marketers are rising to the occasion. 63% of top performers hold marketing responsible for managing the overall customer experience. Is your marketing organization Responsible for managing the customer experience? No Yes 63% of top performers are responsible for managing customer experience 55%45%
  14. 14. Are you ready to take on the challenge? Here’s what you need to know:
  15. 15. First, you must align your strategies. 83% of top performers have a documented customer experience strategy in place. We have a documented strategy in place for delivering a consistent customer experience. 7% 43% 36% 14% Disagree Strongly agree Agree Strongly disagree Top performers Not at all effective 83% 0% Agree or strongly agree Agree or strongly agree
  16. 16. 92% of respondents who ranked themselves as “very effective” have a shared editorial calendar for planning marketing initiatives—compared to 11% of respondents who are “not at all effective.” Do you have a shared editorial calendar for planning marketing initiatives? Very effective YES 92% YES Not very effective 35% YES Not at all effective 11% Somewhat YES 63% Top performers Not at all effective Not very effective Somewhat effective Very effective
  17. 17. Then simplify execution. Top performers are nearly 2X less likely to feel reactive and ad hoc about content creation—83% have a content hub where all stakeholders can access the most relevant content. We are often reactive to immediate needs, leading to ad hoc content creation and duplicative efforts. Disagree Strongly agree Agree Strongly disagree 25% 49% 10% 17% Top performers Not at all effective Agree or strongly agree Agree or strongly agree 33% 77%
  18. 18. Finally, lock down the right metrics. B2B marketers have two main priorities: lead generation and revenue/ROI. What are your top three marketing priorities? Revenue/ROI Lead generation Brand awareness 67% 47%48%
  19. 19. And measure success through content performance. Which metric is most important to you? Content Conversions External Reach Metrics Internal Reach Metrics Production and efficiency insights Other “Revenue.” “Pipeline generated for every dollar invested.” 44% 35% 9% 6% 6%
  20. 20. Want to know more about the current state of B2B customer experience? Download the full report here.

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