The “2010 Customer Engagement Study” was based on an online survey of 230 senior-level b-to-b marketers conducted in April. The study was released at the annual BMA conference.
It found that 72% of b-to-b marketers rate customer engagement as a high priority within their marketing organization. However, 44% of marketers gave their organizations a grade of C in customer engagement practices (on a grading scale of A-F, where A is the best). Eight percent gave their organizations an A, 37% a B, 9% a D and 2% an F.
The survey also found that only 51% of marketers currently measure the success of their customer engagement efforts.
The biggest challenges b-to-b marketers face in using customer analytics to improve customer engagement are lack of cross-functional coordination and lack of centralized customer data, each cited by more than half of participants.