The B2B Model ‘Goal Hole’

Most B2B experts say it’s important that their brand has a clear purpose, but few have a purpose embedded in their business, according to research by the Association of National Advertisers (ANA), Carol Cone On Purpose, and The Harris Poll.

The report is based on data from a survey conducted in 2019 of 259 B2B professionals with job titles as Directors or higher.

86% of respondents say that it is important for a B2B company to be clear about why it exists.

However, only 24% of respondents say the purpose is activated across their entire organization, from culture and innovation to operations and community engagement.

Respondents say the biggest barrier to activating a purpose for their B2B brand is making the purpose engagement feel more like a PR exercise than an authentic engagement (56% agree).

Additionally, 51% fully agree that purpose is not an integral part of their competitive landscape.

93% of the respondents state that their B2B brand is somewhere on the “purpose trip”. 42% say they are in the early stages.

More than half (57%) of those surveyed say that their B2B brand is more targeted today than it was three years ago.

About research: The report is based on data from a survey conducted in 2019 of 259 B2B professionals with job titles as Directors or higher.

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