B2B brands struggle to gauge content ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 01, 2021, 3:45 AM UTC

Ascend2 and KoMarketing Associates surveyed 193 B2B marketers to highlight major trends, strategies and tactics around measuring B2B content marketing performance.

The survey found that 46% respondents struggle with calculating content marketing performance. Lack of budget/resources (44%), insufficient data (38%) and ineffective tech stack (18%) are some other challenges faced by participating B2B marketers when measuring content marketing ROI.

While 57% of marketers find it “moderately difficult” to measure the performance of a content marketing strategy, 9% consider it “extremely difficult”. Nearly a quarter of marketers use six or more tools to measure the performance of content marketing.

In the list of most important tools for measuring content marketing performance, analytics tools was put on the top by 53% of marketers while ABM came in at 7%. Half of marketers consider conversion rate as their most important metric.

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