The report was based on data from a survey of 500 B2B marketers at the manager level or higher who work at companies with more than 250 employees.
A quarter of respondents say their organization's digital B2B advertising fails to meet expectations all of the time, and 45% say their ads fail to meet expectations some of the time; 21% say their digital ads mainly meet expectations, and 8% say they always meet expectations.
Nearly half (48%) of B2B marketers agree strongly that their digital ads reach unintended audiences, and 47% agree somewhat.
Some 46% of respondents say they struggle with measuring ROI, and 44% say their long sales cycle is a major challenge.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji