1-in-2 B2B Leaders Believes Marketing Content Does Not Target Their Pain Points

While marketing content remains critical to the buyer journey, new research suggests that it does not always address important pain points, specifically those of B2B customers.

Heinz Marketing and PathFactory recently conducted the “Inside the Head of a Marketing Leader: The Buyer’s Journey” report and found that 92 percent of B2B marketing leaders claim that content plays a critical role in the decision-making process. However, 1 in 2 of these individuals believes that the content they receive is irrelevant to their pain points, challenges and responsibilities.


Just 37.7 percent of B2B marketing leaders believe that marketing materials/content they receive during the buyer’s journey is “very relevant.” About 14.3 percent claim it is not relevant at all.

“Irrelevant content is an issue for marketing leaders, but a general lack of relevance isn’t the only issue they face,” wrote the authors of the report. “Specifically, content is irrelevant to marketing leaders because it’s poorly done or not targeted to a marketing leader’s needs.”

Content Marketing and Lead Generation

Although marketers may not be creating targeted content, they are generating content for their prospects and customers at a rapid rate, according to previous research.

ContentWriters recently conducted a survey among U.S. marketers to determine how often they are creating content, and statistics showed that 61 percent are publishing new content multiple times per week.

That being said, 89 percent of those marketers cited higher quality leads through content marketing, versus other tactics. Approximately 39 percent said they intended to increase their content marketing budget this year.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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