The US-based Association of National Advertisers (ANA) has concluded from their recent research that marketers specialising in the B2B sector have a duty to uphold strong leadership skills and ‘deep’ marketing experience in order to drive brand awareness, customer loyalty and ‘play a key role’ in sales operations.

The online survey, which was conducted in partnership with the market and consumer information group, GFK and represented 237 B2B professionals, found that 39 per cent believe their roles are to ensure that the voice of the customer shapes the business strategy and to bring expert marketing competencies to the table. However, marketers also indicated that they are struggling to be viewed as important and strategic assets; fearing that all efforts made are viewed only as an extension of their companies’ sales divisions.

CEO and president of the ANA, Bob Liodice, said: “Our study shows that B2B marketers have much to offer, but that message is not getting through to the right people within their own organisations. These marketers need to implement growth leadership initiatives, put forth a clear vision of their brands, and develop strategies to remove barriers.”

The survey also found that only 42 per cent hold a position the ‘top management’ board of a company, and 37 per cent of respondents enjoy strong recommendation from senior management. Meanwhile, 35 per cent claim that senior management professionals are highly focused on the product and price; ignoring customer insights.

Read more on the research, including the ANA’s top recommendations, here