B2B marketing communication campaigns are facing difficulties reaching target audiences, according to the 2018 State of B2B Communications report [PDF] from Ytel. The study finds a majority of survey respondents agreeing that they have a hard time getting their message and content in front of their target audience.
Separately, survey respondents – who numbered more than 2,000 CEOs and other executives – said that getting their content in front of their audience was the joint top challenge of their marketing communication campaigns.
The other primary difficulty faced by B2B marketing communications is delivering quality leads, per the report. That challenge is likely related to the issues with reaching target audiences: a recent study found that B2B marketers’ biggest challenge in generating new leads is engaging targeted prospects. Read the rest at MarketingCharts.com.
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