ART & SCIENCE 2024
Differentiated Research: Understanding Our Customers’ Customer
Following last year’s inaugural report, Differentiated have repeated our research into the ways that your customers want to be communicated with.
We’ve looked at the changes in the challenges and frustrations they have in role, as well as what content, channel and contact preferences they have. We’ve also explored what they think of Account Based Marketing (ABM) in more detail, if they’ve experienced Deal Based Marketing (DBM), and what they think of GenAI created content.
89%
say they want to be treated as a high-value account, with personalised attention by solutions providers.
Buying professional and managed services:
In 2024, we also looked at whether there were any differences in the kinds of content and channels people prefer when they are buying services as opposed to products? And there are.
We look at why this is the case, and delve into more detail into the evaluation criteria that people think are important when evaluating services providers.
73%
say humans will always create better content than GenAI
In the 2024 edition of Art & Science, we explore:
Challenges & Changes
What are the main frustrations in their role, and how has buying evolved? What are the differences over last year?
Preferences Revisited
Are there any changes in the types of content that people want, and are they spending more or less time consuming it?
In the Service of Services
What types of content and channels do people prefer when they are buying professional and managed services, and why?
ABM, DBM and GenAI. Of course
Are ABM approaches any more effective than they were last year? Do people know what DBM is and is it valuable? And what do they think of GenAI content creation?
