FINITE, the global B2B technology marketing community has released new research in B2B content marketing, delivered in partnership with B2B technology digital marketing agency 93x.
FINITE surveyed its global membership base of 600+ B2B tech marketers. The report found that confidence is high when it comes to content marketing. Yet the challenge is to produce enough content, reach the right audience, define and measure success.
With a lack of physical interaction, COVID-19 pushed B2B companies to focus on the production of digital content. At the same time ensuring that it reaches the right audience. Unsurprisingly, the report found that 35% of B2B marketers in 2020 said producing enough content is their biggest challenge. In addition, 26% said it was reaching the right audience and 16% measuring ROI.
The report also found that although 68% of B2B marketers are confident in their approach to content marketing only 43% have defined KPIs. Worryingly 18% have rarely or never defined content marketing KPIs.
What the industry said about KPI’s
Key performance indicators (KPIs) have come a long way since the days when people were measuring “hits” on a page. Yet many marketers are still stuck in the