Two-thirds of B2B brands are at least somewhat hobbled when measuring their content-marketing performance -- and it starts with ROI, judging by Measuring Performance: Content Marketing, The B2B Marketer’s Perspective, a study conducted by Ascend2 Research in partnership with KoMarketing.
Of the marketers polled, 57% face moderate difficulty, and 25% say it’s reasonably easy to measure the impact of their content strategy. The main obstacles are:
That’s a key finding, given that over half say measuring ROI is extremely important — only 8% say it’s unimportant.
But the respondents see process as the most critical strategic element
Establishing a reliable process/strategy — 61%
High-functioning staff/resources — 40%
Defining organizational goals — 38%
Customer journey mapping — 33%
Unified data — 32%
Identifying personas — 30%
High-functioning tech stack — 28%
The most important metrics? (Email engagement isn’t one of them).
When it comes to the important tools, analytics platforms lead the way:
How many tools do B2B marketers use? For 29%, the total is one to two, and for 37% three to five. Another 13% utilize six to nine tools, and 8% deploy 10+. Another 7% use none, and 6% are not sure.
Ascend2 and KO Marketing surveyed 318 B2B marketers.