US-based lead management specialist Genius recently published the results of a survey in a report titled ‘B2B Marketing Skills Survey’. In this report, Genius takes a look at the evolving role of the B2B marketer.
It is evident that this role is evolving. It is even inevitable with the increasing focus on customer-centricity, the rise of social media, and the shift in buyer behavior. However, the economic changes along with the growing attention for the ROI of marketing, cause changes as well.
The survey, which marketing automation vendor Genius carried out in cooperation with BtoB Magazine, points out that B2B marketers generally make little use of tools to expand their reach and build (online) relationships with customers and prospects.