472 B2B marketers name their biggest challenges

Two months ago, Holger Schulze, Marketing Director for Safenet, posed a simple question to the LinkedIn community for B2B Technology Marketers:  “Can you use ONE WORD to describe the biggest challenge facing B2B marketing today?”

An astonishing 472 people have responded as of this post. If you’re a member (or want to join), you can find the thread here. But I thought it would be interesting to build a word cloud based on the responses.

Then I built another cloud based on Holger’s second question, “Can you use ONE WORD to describe the SOLUTION to the biggest marketing challenges you face?” Note that only 72 people had responded to that question as of this post (view thread here).

If you want to do some contextual analysis, or merge words that are similar in meaning, you will likely find some interesting patterns. Ardath Albee did a blog post along those lines back in April, when only 25% of these responses were in.

I find it interesting that marketers are much more specific about their challenges than the solutions to them. But I just built this today and want to give the results more thought. In the meantime, I’m interested in your observations. What can we learn about the B2B marketing buyer persona from this data?

Topics: B2B marketing, buyer persona, Buyer Personas, Market Research, Uncategorized


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