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Some 71% of of B2B marketers say their company's digital ads sometimes or always fail to meet expectations, according to a recent report from Demandbase.

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.

About the research: 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.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji


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