While B2B content marketing has many purposes, its primary goal is to engage with prospects and customers in order to build trust so that they will want to contact you in order to do business with your company. The majority of Chief Marketing Officers (CMOs) consider customer engagement as their top priority according to a recent study done by Forbes Insights and George P. Johnson (GPJ).
The New Rules of Engagement: CMOs Rethink Their Marketing Mix is based on a survey of 314 marketing executives at companies with more than $500 million in annual revenue. Fifty-six percent of the participants were primarily B2B marketers and the remaining 44% were B2C. Nearly 97% of the respondents viewed customer engagement as very (67%) or somewhat (30%) important.
Robert G. Vallee Jr., Chairman and CEO of GPJ said, “This report suggests that engagement is now a key dynamic that should be considered when designing big-idea campaigns; without engagement, the message is quickly lost, its power diminished.”
That was the good news part of the study. The bad news — more than a quarter (27%) have no specific strategy for customer engagement, and more than a third (34%) feel their companies do only a fair or poor job engaging their audiences. “They [CMOs] believe they can do a better job at engagement, but often don’t know how,” said Stuart Feil, editorial director of Forbes Insights. Read more