Only 5% of B2B marketers always gate content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 28, 2020, 1:57 AM UTC

This article cites a study by Finite and CogniClick for which 100 B2B marketers were surveyed.

The report revealed that, to capture customers’ and prospects’ contact information, 64% of B2B marketers rely on content gating. Where 5% respondents always gate content, 25% do it often and 34% only do so sometimes.

In terms of challenges, 35% of those polled struggle with producing enough content. Reaching the right audience is a challenge for 26% of participants. Another 16% of B2B marketers face challenges in measuring ROI.

The study also found that 43% of respondents only “sometimes” define their content marketing effort’s KPIs. 68% of those polled reported confidence in their approach to content marketing.

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