Most marketers say they have a deep understanding of how to engage consumers, but many consumers do not agree with that assessment, according to recent research from Marketo.

The report was based on data from a survey of 1,192 marketers who are manager-level and above, 511 B2C consumers, and 489 B2B customers—in France, Germany, the United Kingdom, and the United States.

Some 82% of marketers surveyed say they have a deep understanding of how their consumers want to engage.

However, 65% of B2B customers and 47% of B2C consumers say brands/vendors could do a better job of aligning engagement activities with their needs.

Moreover, brands have a much more positive view of how innovative their engagement activities are: 83% of marketers say their engagements are extremely or very innovative, but only 33% of B2B customers and 23% of B2C consumers agree.

Some 62% of B2B customers and 59% of B2C consumers say the most effective brands use innovative engagement methods.