Research report: 159 B2B Leaders Reveal their Customer Journey Pitfalls

Ironpaper market survey of 159 B2B leaders

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Messaging is the new battlefront for B2B marketing. 

B2B organizations are struggling to adapt to a volatile marketplace in order to grow. Ironpaper's survey of 159 B2B decision-makers shows this group struggles with messaging and understanding the effectiveness of marketing and sales efforts. 

Our survey of B2B leaders explores messaging effectiveness and the transition to a hybrid (online and offline) customer journey.

As the world adjusts to changes brought on by the pandemic and some in-person events return, a hybrid sales funnel has taken shape, blending in-person and digital tactics. This hybrid sales funnel requires messaging that encourages buyers to take action and measurement tools such as CRMs.

This research report delves into messaging in the marketing and sales process:

How effective current messaging is at converting leads in the funnel.

→  Actions taken once a qualified lead converts.

→  Measurement of marketing and sales tactics.

B2B companies have increased investment in the digital customer journey to drive growth, replacing traditional in-person growth initiatives. We asked respondents to identify the challenges they faced with that investment. Answers included:

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The research report explores what findings like these mean for B2B companies trying to achieve growth.


Ironpaper surveyed 159 individuals between June 2021 and May 2022. All respondents have a part in business or marketing decision-making at their company.

Access the Research Report: How to Communicate with B2B Buyers in a Hybrid-Customer Journey

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