Its clear from these and a number of other statistics in the article that for B2B brand to grow research is pointing towards customer experience as being key.
The advantage for the 63% of smaller businesses (those with less than 1000 employees) that don't have the funds to spend money on B2B brand measurement programmes as they can be more flexible in their approach.
What would i do?
Get board buy in
Set a sensible set of performance metrics for each customer focused department (sales, finance, support, customer service, product, marketing et al)
Introduce a customer experience champion (nice internal marketing role)
Learn and repeat
Measure measure and measure has always been a marketing mantra. So has customer customer customer and now its time for experience to join these in B2B marketing.
Despite these pressures, only 14% of B2B marketers say that the customer experience is ‘ingrained in the fabric’ of their company. A breakdown of this result by country shows that the UK does not fare much better that the global average, with only 15% of domestic marketers agreeing with this statement. This puts it slightly ahead of the European average of 13%. Around a third (31%) of global B2B marketers agree that the customer experience is at least a ‘core piece’ of their firm’s strategy, but only 19% state that executives in their company are actively involved in shaping the customer experience.