A new survey from Ironpaper finds 44% of B2B leaders had trouble connecting with buyers during the pandemic

NEW YORK–(BUSINESS WIRE) – B2B growth agency Ironpaper has released the results of their survey, “The digital buyer journey is a challenge and a B2B opportunity.” This survey examines the changes in sales and marketing tactics that have resulted from the dramatic market changes of the past year.

Ironpaper surveyed 180 B2B leaders with decision-making power within their organizations in a variety of industries to understand the changing behavior of B2B buyers and organizations.

The shift to a digital first buyer journey has been a struggle for many B2B companies. When asked about barriers to income generation, 44% of respondents noted that it is difficult to connect with potential customers in a virtual environment. This challenge, coupled with increased competition in the marketplace, has been met by shifting to a digital buyer journey. When asked where significant portions of in-person event budgets have been allocated, the top responses from respondents (digital marketing, online advertising, and marketing technology) indicate an investment in a digital-first approach.

“Many companies struggled through the pandemic when in-person events were canceled. B2B companies had to focus more attention on the journey of their digital buyers. Rather than relying on in-person events, companies switched to digital tactics and at the same time they addressed the changing needs of buyers. ” noted Jonathan Franchell, CEO and founder of Ironpaper.

“Messaging to key stakeholders is a major issue for B2B organizations,” explains Nora Leary, Ironpaper’s director of growth. “When asked why potential customers leave the pipeline, 32% of respondents said they are not being accepted by all decision makers. Understanding the buyer group and how to tailor messages will be critical to moving forward.”

The Ironpaper survey also examined misalignment among sales and marketing teams, a common problem that affects companies of all sizes. After analyzing how salespeople and marketers responded to questions, Ironpaper realized that marketing and sales need to align with the buyer, not necessarily with each other. Not focusing on the buyer is a major problem among many B2B companies.

The analysis also raised more questions about how B2B organizations react to changing market forces, prompting Ironpaper to launch a follow-up survey that delves into specific questions. They expect to publish the results of the second survey in late August 2021.

To download the report, “The digital buyer journey is a challenge and a B2B opportunity”, click here.

About Ironpaper

Ironpaper is a growth agency based in New York City. With a mission to help customers achieve growth through marketing and sales, Ironpaper unifies the sales and marketing process to deliver a more remarkable buyer experience and drive customer growth. Founded in 2002, Ironpaper has helped clients in the areas of marketing, web strategy, lead generation, sales promotion, content, advertising and automation. As an agency that integrates technology, design, marketing, content and digital strategy, Ironpaper accepts challenging problems and creative challenges to generate results.

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