First, a few depressing facts:
- 86 percent of B2B companies say they are doing content marketing
- Just 38 percent say it is effective
- 21 perecnt are able to track a return on investment (ROI) (source: Content Marketing Institute)
Benefits from marketing and attribution of results always seem harder for B2B companies than B2C. Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons…
