Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Study: Lack of marketing a major b-to-b weakness

Published on .

New York--B-to-b companies do far too little marketing and are the worse for it, according to a new study by Accenture. The study, "Was it an illusion? Putting more B in B2B," reveals that only 43% of those b-to-b buyers polled are satisfied with the customer service they receive, versus 52% of business-to-consumer buyers. "It appears that some of the lessons learned in business-to-consumer do have relevance in b-to-b, like adhering to the fundamental principle of Marketing 101, which is to deliver a superior online experience that is relevant and targeted," said Stephen Dull, the Accenture partner who oversaw the study. Significantly, the study also revealed that a familiar, reputable brand is the foremost concern of b-to-b buyers, surpassing price.
Most Popular
In this article: