More than half of UK B2B companies do not have a communications strategy, according to Insight 2020, a research report conducted by B2B PR consultancy, EC-PR.
Key findings
- More than half (53%) of UK B2B companies do not have a communications strategy to accelerate business goals.
- A quarter of marketers noted their senior leadership team sees no value in a communications strategy.
- Less than 25% of companies surveyed use tailored messaging to address different stages of the buying cycle.
The problems
Discussing the problems that beset B2B PROs, Lorraine Emmett, managing director at EC-PR, says: “B2B marketers and communication specialists all over the country are under pressure to deliver brand awareness, quality leads and thought leadership with limited resources. For the majority, they know what needs to be done, but available resources, a lack of guidance from leadership teams and time don’t measure up to the business objective that’s been set.”
The solution
In terms of what PROs need to do, Emmett explains that it is up to comms professionals to take the lead: “It is essential for communicators and marketers to develop a fully validated communications strategy that identifies key decision makers and influencers and provides a narrative which engages and persuades at each stage of the buying cycle.”
Further information
You can download the report and read more here.
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