B2B marketers are striving to target customers and create more compelling content, versus focusing on the customer experience, according to new research from advisory firm Econsultancy.

Although B2B marketers lag retailers in their effectiveness to personalize marketing, the group still stated that "optimizing the customer experience" is their most exciting opportunity in 2016, according to the report. B2B marketers hope to achieve this more personalized experience through more compelling and targeted content in campaigns.