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After years of hearing about the GDPR regulations in Europe, many US B2B marketers I speak with assume that marketing is more difficult across the Atlantic and that regulation has been a barrier to customer engagement and success.

And because of the proliferation of tech companies that have gotten their start in the US, there is also the perception that other markets are behind and the US leads in the realm of digital-first marketing.

Interestingly, our recent studies show that far from hurting European marketers, their differences have helped them.

They are finding success with an approach that features high-quality regulated data and a focus on authenticity, which builds trust and engagement:

  • Data privacy is more important than ever and is top-of-mind.
  • Trust is at the heart of keeping prospects and customers happy.

US marketers stand to gain some valuable insights from their European peers if they want to create a positive user experience for their own companies and brands.

Leaning Into Authenticity

The 2024 B2B Marketing Outlook report from Anteriad, conducted with Ascend2, finds that more European B2B marketers are expecting budget increases compared with North America and APAC—which means they are doing something right.

One reason for the European marketers' success is likely their focus on authenticity as a major component of their branding and marketing. Fully 72% of European B2B marketers are "Authenticity Acrobats," rating authenticity as very important in their branding—a higher proportion than any other region's marketers.

That Authenticity Acrobat group has better outcomes than its European peers and has higher confidence and higher expectations of growth. What's more, 56% of them are extremely confident in their data strategy and their top priority is data quality.

"Authenticity" describes the various elements that can build trust between buyers and sellers. It refers to the marketing approach of presenting a transparent, consistent view of a company or solution to buyers, which helps them better understand what they'll get if they buy.

Authentic communication reduces buyer skepticism and builds the trust that is so critical to a positive relationship.

Puffing up a message by claiming a new product is revolutionizing an industry might get a click, but a message that instead describes how it creates efficiencies or improves outcomes using real examples is much more authentic—and helps the buyer make a case for actually buying it.

Delivering the Right Message

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How European B2B Marketers Succeed With Authentic Marketing: Data Privacy and Trust

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ABOUT THE AUTHOR

image of Karie Burt

Karie Burt is head of data and privacy at Anteriad, a provider of full-funnel B2B marketing solutions to drive demand.

LinkedIn: Karie Burt