B2B Content Strategy and Operations Benchmark


With innovative technology, evolving teams, and expanding channels, it's an exciting time to be in B2B marketing.

But are marketers really taking advantage of the tools and strategies that give us the power to align our teams and prove content ROI?

We surveyed hundreds of B2B marketers to find out. The results were anything but expected—see for yourself:

  • Over half of B2B marketers rank proving the ROI of content as a significant barrier to success, which makes sense when you realize almost nine out of ten marketers are using vanity metrics like web traffic to determine ROI of their marketing efforts.

  • 43% of B2B marketers didn't know what percentage of revenue the marketing team is responsible for at their organization.

  • While 50% of marketing leaders have visibility into how content aligns with business priorities, only 42% of content creators do.

So what about the leading marketing organizations? We found that those who met or exceeded their revenue goals:

  • Use less than three systems to organize and store their content

  • Evaluate ROI of marketing based on lead conversion

  • Prioritize sales enablement and marketing alignment

Wondering how you compare? Download the full report here.

About Kapost

Kapost is a B2B marketing operating system that enables marketers to manage the marketing function amid the complexity of the digital age. Kapost aligns your organization's teams, tools and channels, so you can effectively execute, distribute and analyze content across your buyer's journey.