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Most business leaders feel B2B marketing is boring

The vast majority of UK business leaders believe that business-to-business (B2B) marketing fails to impress them, according to research from Raconteur’s B2B marketing agency alan.

The survey of technology, financial services, and professional services leaders found 82% of marketing leaders find B2B marketing boring and repetitive. 53% of B2B marketers put this down to working in a risk-averse culture, where breaking the mould is not something that’s embedded, while 33% feel their company doesn’t understand brand building.

Despite this, the research findings suggest that marketers should be willing to be bolder in their businesses, with 100% of CEOs, CFOs, and COOs saying marketers need to tackle any risk aversion in their businesses. Meanwhile, 88% of CEOs believe that marketers need to take a bolder, more contrarian, or provocative approach.

Overall, the C-suite is calling on marketers to deliver more intense emotions in their marketing tactics to drive B2B buying. 70% of execs feel a great personal affinity to a brand when moved on an emotional level, while 50% want brands to demonstrate that they understand their human experience, and 85% respect brands that aren’t afraid to have an opinion and disruptive position on the industry.

“We want to shine a light on what business leaders really think of B2B brands. Our plan for this research was to awaken B2B brands to the reality that their marketing approach as it stands just isn’t working,” said Michael Richards, Managing Director of alan. “Buyers are screaming for a braver, more provocative B2B marketing approach that injects emotion and humanity.  We argue for marketers to make B2B electrifying and deeply moving.

“For B2B brands to deliver to clients and audiences, marketers need divisive positioning, defiant leadership and improved tactics that allow them to tap into the human truth of marketing.

“It’s now or never for B2B brands to adapt, not only to thrive but to survive. And those who do will reap great rewards.”