Email is the top content delivery channel in B2B. And almost all B2B marketers rate this activity as important.
But only 51.6% say their content is effective, and 40.1% feel it’s only somewhat effective, according to The New Marketing Standard, a new study by Uberflip and Heinz Marketing.
One challenge is personalization — 50% simply don’t personalize their content — and 36% don’t have enough material to support their current marketing program.
Moreover, 32% lack actionable data and insights to understand engagement levels or different content. And others admit that their content lacks variety and that it is hard to find, poorly organized and isn’t easily accessible.
Among the marketers surveyed, 42% see good results from suggesting additional activities that a lead can take once they land on their site. But 20% don’t make any suggestions, and another 38% do but feel they need to improve.
Finally, some say their content is spread randomly across owned and third-party sites. Over 20% believe their site discourages high-volume content consumption.
These challenges mirror the most desired improvement areas:
In general, 24% say they can create digital content — but that it takes time. Another 12% report that they need help from their IT or operations team to do this, and 8% concede that they simply can’t do it, but would like to be able to.
The most frequently used content channels are:
The best tactics for encouraging content consumption?
Uberflip and Heinz Marketing surveyed 283 B2B marketing leaders.