The report was based on data from 283 marketing leaders who work for firms in a wide range of B2B verticals, including financial services, healthcare, and manufacturing.
Half of respondents say a deficient feature/capability of their content marketing program is that it doesn't produce content that is personalized (e.g., to accounts, personas, buying stages, and verticals).
Some 36% say a deficiency is that their program doesn't produce enough content; 32% say a deficiency is that it doesn't produce enough variety; 32% say their content marketing program doesn't produce actionable data/insights; 30% say their program is deficient because it makes content hard to find; and 23% say it is deficient because it spreads content randomly across owned and third-party sites.
Asked what they would like to improve about their content program, 59% of B2B marketing leaders say they would like to better their ability to personalize pieces, and 50% say they would like to better their access to actionable data/insights.
About the research: The report was based on data from 283 marketing leaders who work for firms in a wide-range of different B2B verticals, including financial services, healthcare, and manufacturing.
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