Data Snapshot

Developing A Deep Understanding Of Customers And Buyers Is Key To The Marketing Strategies Of German Manufacturers, Financial Services Firms, And Insurance Providers

July 15th, 2022
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Meta Karagianni , Helen Gilroy-Powell , Rachel Birrell

B2B marketers must identify and set the right priorities to ensure a successful and sustainable marketing strategy. In Forrester’s Marketing Survey, 2022, 100% of German manufacturers and financial services firms, and insurance providers identified at least one customer- or buyer-linked theme as key for the next 12 months, and 34% identified three or more: think improving customer experience, addressing changing buyer behaviors, or creating audience-centric content. This focus puts them ahead of their global peers, particularly those in France and the UK.

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