Curious case of missing opportunity:

One among the three biggest hurdles for B2B marketing listed by “The Institute for the Study of Business Markets” is gathering and utilizing the customer and marketing insights

While many marketing thought leaders argue that there is no difference in B2B and B2C marketing landscape, the reality is that they share some similarities but also diverge significantly. At the core both deal with individuals but the nuances set them apart. The devil lies is in the details especially when it comes to the buying process.

Given the distinct nature of buyer journey understanding buyer psychology, dynamics, and various other variables changes.

Also, the tools/methods available to gather customer and market insights are somewhat limited in B2B landscape. Given the situation, B2B companies are inclined to prioritize investing in building an opt-in data of the existing and potential buyers.

Notably, marketers go the extra mile to encourage users to fill out the ‘Contact Us’ form. This act represents a pinnacle of success—a crucial milestone in the user journey as they engage with company assets and content.

While filling out a form provides the company with significant details about the buyer (or potential buyer), it can also lead to complacency once you have obtained what you wanted. However, the true objective is to thoroughly understand the user journey of engaging with the website. This understanding allows you to fine-tune your investment in tactics aimed at attracting buyers

Indeed, there are tools available to delve deeper into user interactions, although they are not always 100% accurate. Cost considerations also play a crucial role. Additionally, pinpointing the most effective tactics for attracting and engaging B2B buyers remains a challenge.

Having carefully observed the websites of well-known professional services companies, I noticed a glaring absence: none of them had a ‘Contact Us’ page with a simple question:

‘How did you come to know us?’

I believe this omission represents a missed opportunity—one that could unlock valuable insights for marketers. While direct customer surveys may not be feasible in the B2B context, gathering details about both the services customers need and their journey to engage with the website is crucial.

By understanding the paths users take to reach and interact with the site, marketers can fine-tune their strategies effectively. It is a case of seizing the chance to gain deeper insights.

Would love to hear your thoughts. Let me know.