What’s the biggest challenge facing B2B Marketing?

Holger Schulze recently set a challenge on LinkedIn. He asked Marketing Managers to describe in one word the biggest challenge facing B2B Marketing.

Over 260 senior managers and directors took part and we have analysed all the responses and formed a word cloud of the top 50.

Data and Content came top as the biggest challenge for B2B Marketing, with Relevance running a close second. The top 10 are as follows:

• Data
• Content
• Relevance
• Differentiation
• ROI
• Creativity
• Insight
• Trust
• Value
• Budget

The value of good Data in B2B telemarketing is immediately apparent the moment you make a call. That’s why SCi Sales Group have invested in the collation and constant cleaning of a database that holds 2.9m data points in the UK and 1.8m in Europe. It’s our most precious resource.

We also agree with our marketing colleagues that Content and Relevance are a big challenge. A B2B call lives or dies by whether the message is relevant to the target audience and has substantial content. These are key questions we debate in the Workshops we organise with clients for all our campaigns.

Do you agree with the results of the LinkedIn question? What’s your view on the biggest challenge facing B2B marketing… and can you describe it in one word?