Close to a third of B2B marketers have given a brutally frank assessment of their services in an eye-opening survey conducted by Episerver.
Of 700 decision-makers quizzed by the digital experience platform a shocking 30% owned up to delivering a ‘poor’ digital experience to their customers, with a clear majority (54%), claiming that they are held back by disjointed tech.
These failures come even though the vast majority are fully aware that the majority of their B2B revenue will be derived from websites they own and operate by 2025, with 82% believing that a functional website is essential to drive business.
Joey Moore, head of evangelism, EMEA & APAC at Episerver, remarked: “With all the talk of consumers abandoning purchases as a result of bad digital experiences, it’s very easy to forget that B2B buyers are just as likely to be impacted by poor customer experiences online.
“Concerns around digital-first competitors stealing market share are very real, and B2B organisations in the UK’s digitally mature market are feeling the pressure to elevate their online experiences. To achieve this, B2B brands need to rethink their online customer experience approach, putting the right people, processes and platforms in place to craft a truly customer-centric digital experience.”
Among the excuses given for continued underperformance was the use of legacy systems, cited by 59%, for hindering adaptability while 50% laid the blame squarely at a lack of funding.
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This article first appeared in www.thedrum.com
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