B2B companies admit their limitations when measuring the ROI of your content strategy. According collects the study by Lenskold Group and Pedowitz Group, only 23% of these companies appreciates its effectiveness in this field. The study also shows the difficulties of these marketers when sales improve benefits (17%) or degree of customer loyalty from the first purchase (16%).
When it comes to measuring the impact of content strategy, 3 out of 4 respondents indicated that measures often the number of impressions and interactions, while 66% takes into account the number of registered requests. Meanwhile, 58% records the process of conversion to sale, and social interactions with content (43%).
When measuring the real impact of actions contained in sales, the survey data show that 8 out of 10 company performs a basic track campaign results. Just over a third of them actually records the direct allocation of these shares through multiple contact points involved in the process; while only 20% uses a statistical analysis.
In short, the report, “Lead Gen Marketing Effectiveness Study” concluded that B2B marketers prefer to use simple metrics and analysis systems, so that they encounter serious problems when translating the data into profits.For them, the main difficulties arise when it comes to dividing the impact between the various contact points (57%) or record the actual influence of impacts; as well as relate conversions produced over time. By Fortune cancels, few of them have problems when they have clear objectives (30%) or media for detailed the impact of their actions through different means of contact.
Marketers admit that measuring ROI of their actions not their main content is strong; although they are more satisfied with other phases of the strategy, as is its ability to provide useful content, adapted to the needs of your target audience (53%). However, other aspects that need improvement are its ability to reuse such content (40%) or to customize it depending on the phase of the buying process or the contact points (24%). A very important point, because customers expect to obtain a content type differs depending on each stage of the process.