B2B Marketers Rank Concern Over Customer Loyalty Lower on Their List of 2015 Challenges Study

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Marketers Customer Loyalty The recently released 2015 B2B Marketing Trends, Predictions and Forecasts Report from Regalix Research shows that B2B marketers from leading companies in the U.S., Europe and Asia have many concerns for the coming year, but customer engagement and customer loyalty aren’t their center of attention.

As a release for the study reports, the “five key challenges that can be seen emerging this year include conversion, ROI measurement, customer acquisition, accelerated lead generation, and budget constraints.”

Of respondents, 29% listed “targeting and personalization” and 22% listed “driving customer loyalty and satisfaction “when asked “What would be (according to you), the five marketing challenges faced in the year 2015?” Topping the list were “converting b2b marketers customer loyalty leads to customers” and “measuring ROI,” both at 52%. Last were “superior customer service on multiple channels using multiple devices,” and “keeping up with trends”—both at 10%. “Consistent customer experience” was also a lesser concern, at 16%.

The complete list:

52% converting leads to customers
52% measuring ROI
40% acquiring new customers
38% generating more leads
35% lack of resources
31% lack of budget
29% producing enough quality content
29% targeting and personalization
22% driving customer loyalty and satisfaction
22% customer retention
19% marketing attribution
16% building brand awareness
19% cross-channel management and integration
16% social engagement
16% consistent customer experience
12% lack of expertise and training
12% integrating content across channels
10% superior customer service on multiple channels using multiple devices
10% keeping up with trends

Notes the study: “A majority of the respondents we spoke to were B2B marketers with a fairly good mix of product and services in their portfolio. Over half the respondents were from the technology sector, while the rest were chosen to cover a wide range of other industries. 85 percent of companies we surveyed had marketing budgets of up to USD 10 million for the year 2015.”