B2B marketers don’t rate their omnichannel performance

Just under a third of B2B marketers think their organisation is better than average at omnichannel marketing, according to a report published by B2B Marketing and Sitecore.

While 30% of those surveyed believe their business is either ‘very’ or ‘quite’ effective, 42% see their performance as average, and over a quarter (28%) rate themselves as ‘quite’ or ‘very’ ineffective.

In addition, just 19% of respondents said omnichannel marketing was a priority for their organisation.

Jess Pike, senior editor at B2B Marketing, said: “Customer expectations of B2B brands are evolving rapidly, and B2B marketers have a lot to lose by failing to get on board. Omnichannel isn’t so much a ‘nice to do’ but a top-of-the-priority-list-no-brainer.”

The first report in a three-part series, What is omnichannel and why should we be doing it?, is available to download now.

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