The B2B marketplace is vast, has many different players, and isn’t getting less crowded any time soon. As a result, B2B marketers need to find ways to strategically differentiate their brands. Luckily, there are many tools available to do so.

“B2B marketers have not only caught up to their business-to-consumer (B2C) counterparts but they are also inundated with the same technology and tracking options. Three-quarters of the B2B marketers surveyed said their role has become more technical,” explained Ben Earle, head of B2B at AdRoll. Because of this, B2B marketers can easily become overwhelmed with so much information available.

So, we asked five B2B marketers, What are the biggest challenges you face when it comes to marketing and new customer acquisition?”

Here’s how they responded:

Alexa Guerra, Senior Demand Generation Manager at Mode Analytics: “Our biggest challenges in B2B marketing fall under the umbrella of analytics—understanding where our most valuable prospects come from, optimizing our advertising spend and nurturing efforts around them. We then need to determine the best ways to report on this performance. Hand-in-hand with nailing this analytical piece is getting operations in order. We need to define the right processes to target folks programmatically while also being flexible enough to implement one-off campaigns.”

Rebecca Pollard, Digital Marketing Manager at AWeber: “The biggest challenge, and the biggest opportunity, is figuring out how to make an authentic, lasting connection with your audience. Potential prospects are tired of being pitched to, which is why content marketing has risen in popularity. But even the content marketing sphere is getting oversaturated with companies who want an easy win. The average consumer is seeing over 3,000 messages per day. How are you going to make your message stand out and resonate with your audience? Focusing on your customers’ needs is important to creating long-term relationships but even more important is providing the right message at the right time to the right person. We are embracing this using segmentation and emotional messaging in our latest campaign.”

Emi Winslow, Online Marketing Manager at Pantheon: “Our biggest challenge comes down to determining who has the buying power. While our product is really built to help developers build and launch websites, the buyer of our technology is not always on the development team. Much of our advertising targets developers, but there are oftentimes a number of stakeholders when it comes to selecting a website platform. Because of that, we find that we must target a variety of personas. With so many buyer journeys, it’s challenging to really perfect each target.”

Deborah Sweeney, CEO at MyCorporation: “The biggest challenge we face as B2B marketers is targeting the message to the right recipient. We want to make sure we’re meeting the customers where they are. It’s always an opportunity for us to make sure we’re introducing the right message, at the right point in their business lifecycle.

Sean Zinsmeister, Senior Director of Product Marketing at Infer:One of the primary metrics that we monitor very closely is customer acquisition cost (CAC). If CAC soars, it can greatly damage the overall business growth quarter-over-quarter. We are constantly evaluating quarterly program spend to determine: “What is the pipeline-to-spend ratio” and “What is the cost-per-good lead?”

The first metric helps us answer the question: “For every dollar we invest, are we generating a healthy positive multiple of pipeline?” The second metric helps us answer: “what is the cost of generating a lead that is likely to buy our product?” At Infer, we use predictive scoring as an objective qualifier to determine whether a lead or account is a good fit for our business. This allows us to have a quality over quantity mindset and focus on the types of prospects our programs are generating rather than the quantity—which is a useless metric if you’re not attracting the right buyers. When we marry this quality indicator with the overall program cost,  we’re then able to determine overall performance. This programmatic process makes it easy to understand the value-per-channel and decide which we should double down on and which we should set out to pasture.”

What solutions do you have in place to combat these B2B challenges? How are other companies in your industry addressing these issues?

For more inspiration, take a look at Ads That Win, a collection of AdRoll customer stories and contact usAlso, don’t forget to check out the AdRoll Guide to Account-based Marketing to learn how to convert the accounts that matter most to you.