This article cites a study conducted by Finite which surveyed B2B marketers to identify the challenges being faced by them amid the pandemic.
The study found 35% of B2B marketers finding producing enough content a major challenge. For 26% of respondents, finding the right audience is the biggest issue and 16% of those polled struggle with measuring return on investment (ROI).
The report identified 68% of participants being confident in their approach to content marketing. About 43% of those surveyed have defined KPIs with only 8% being able to always attribute ROI to their content. It can be further challenging for marketers to convince the C-suite with a less effective ROI attribution model.
Search engine optimisation is considered important by 70% of marketers to their strategies. Refinitiv’s James Rowland, however, believes this figure to be surprisingly low.
[2 minute read]