Only 23% of B2B marketers rate their company as strong (top-2 box on a 5-point scale) at measuring the ROI from content marketing, according to the 2013 Lenskold Group/Pedowitz Group Lead Gen Marketing Effectiveness Study. That’s an even greater percentage than believe their company is good at measuring other financial results from content marketing, including incremental revenue (21%), lift in revenue per sale (17%) and lift in post-purchase retention or loyalty (16%). Respondents are more adept at measuring engagement outcomes, though.
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