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B2B marketers say the biggest deficiency of their content program is that it doesn't produce personalized content pieces, according to recent research from Uberflip and Heinz Marketing.

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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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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