‘Time for B2B Enterprise Marketers to Get Focused on Their Audience vs. Their Brands’ – CMI
Lisa Murton Beets says, “Too many B2B enterprise marketers are focusing on their brand rather than their audience while creating content. That’s one of the key findings in our new research report, B2B Enterprise Content Marketing 2017: Benchmarks, Budgets, and Trends—North America sponsored by KnowledgeVision.
Let’s take a look at the actual stat: 53% of B2B enterprise marketers who responded to our annual content marketing survey say they agree that their organization is focused on creating content for their audience versus their brand. That’s a lot lower than the 69% of all B2B North American marketers we surveyed (across all industry types and company sizes) who focus on audience versus brand. In other words, B2B enterprise marketers are among the worst offenders here”.
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