B2B manufacturing brands need to create more engaging content to help buyers make informed decisions, according to a new report released on Thursday by Gartner.
The latest annual Gartner L2 Digital IQ Index for B2B Manufacturing says that the majority of brands are still underperforming across the board with their digital marketing efforts. Six in ten are rated as below average, while just two of the 87 companies analysed are worthy of “Genius” status.
The report indicates that there is huge room for improvement for B2B manufacturers, and Gartner has urged brands to gain a better understanding of their customers’ journey so that they can then improve the digital experiences they serve up on social and corporate websites. More than a third admit to not having any content guides or tools on their own webpages.
“Marketing leaders at B2B manufacturing companies must make a commitment to building effective digital marketing strategies,” Gartner’s Director Kyle Rees said. “As more of their buyers allocate an increasingly large portion of their time learning how to buy online, brands must follow the money and follow suit.”
Gartner looked specifically at four “critical dimensions” of digital marketing, which included SEO and content marketing. Improving content output and ensuring that customers are exposed to a well-rounded and nuanced brand experience are the best ways to improve results, according to Rees. The “first-in-class” B2B brands were all able to do this effectively.
He concluded: “If B2B marketers can’t get digital marketing right, they could seriously jeopardize the success of their company’s future digital business strategies.”