For all companies, success hinges greatly on the ability to continuously identify new clients and keep customers happy—a task often delegated to marketers.
But depending on company type, marketers may be more responsible for one than the other. Findings from Focus Research indicate business-to-consumer (B2C) marketers are more likely to direct their attention to improving client understanding and retention this year than their business-to-business (B2B) counterparts, who are placing a higher emphasis on filling the sales pipeline.
Among B2B marketers, lead acquisition was the top priority for 55% of respondents, followed by lead conversion (45%). Both B2B and B2C marketers were equally focused on building brand awareness.