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Most firms say they cannot measure the return on investment (ROI) of specific pieces of sales content, according to recent research from Demand Metric and Seismic.

The report was based on data from a survey conducted in December 2017 among 314 salespeople and marketers who work for firms of various sizes; 59% work for B2B companies, 13% for B2C companies, and 28% for hybrid companies.

Only 8% of respondents say their firm can determine the ROI of individual pieces of sales content; an additional 24% say their firm can estimate the ROI of specific pieces.

Some 15% of respondents say they can determine ROI for their entire content program but not individual pieces, 28% can estimate ROI for the entire program but not individual pieces, and 25% cannot measure the ROI of sales content at all.

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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