STUDY: Half of B2B marketers believe their content is ineffective at driving business results

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New Uberflip and Heinz Marketing report reveals how content enables B2B marketers to accelerate the buyer’s journey

As marketers head into the busiest time of year for sales, they need to get their demand gen programs in top shape—or risk losing out to competitors. The data shows that demand gen starts with content.

While 82% of B2B marketers agree that content is important to achieving their business goals, half (48%) believe their content is ineffective in helping them drive demand and growth goals, according to a report released today by Uberflip, the leading content experience platform, and Heinz Marketing, a B2B marketing and sales acceleration firm.

In “The New Marketing Standard: How Today’s Successful B2B Marketers Accelerate the Buyer’s Journey with Content,” Uberflip and Heinz Marketing surveyed nearly 300 senior B2B marketing leaders about their demand and content experience strategy, pain points and priorities and found that 70% of respondents reported that it’s important that their prospects receive personalized content, yet more than half believe their efforts to personalize content have been ineffective, indicating a need for a tool or capabilities to help marketers improve. Further, amongst respondents with ineffective content, personalizing content was the most desired area (78%) marketers wanted to improve, as they believe it is key to accelerating the buyer’s journey.

“The fact that marketers have a strong desire to improve their content personalization points to their frustration with the current model of constantly creating more content over pointing prospects to the right content at the right time to meet their needs,” said Randy Frisch, CMO of Uberflip. “As marketers head into the busiest time of year for sales, they need to get their demand gen programs in top shape—or risk losing out to competitors. The data shows that demand gen starts with content.”

Marketers know that it’s content that drives demand, however, the buyer journey is often cut short, which ends up hurting their sales funnel. Unfortunately, a disappointing 36.6% of respondents believe their current website encourages people to engage with their content at a high volume. There is hope, though. Of respondents that reported effective content, 71% continue the buyer’s journey and see good results from it. While no marketer with ineffective content has seen good results come from their efforts around suggesting additional activities, 87% understand the need for a program in their infrastructure that suggests additional activities for buyers.

Additional key findings from the report include:

  • Near 53% (52.7) of respondents say they are unable to create landing pages, blog posts, webpages and other digital content destinations easily
  • Only 42% of respondents currently show personalized content recommendations to prospects
  • Seventy-nine percent of respondents believe it’s important that other areas of their business have content to support their goals

For additional insights, download the full “The New Marketing Standard” report.

About Uberflip
Uberflip is a cloud-based content experience platform that empowers B2B marketers to create personalized content experiences at scale. By providing marketers with the tools they need to boost engagement, generate leads, and fuel demand generation, they can better leverage content to meet their goals. For more information, visit

About Heinz Marketing
Heinz Marketing is a B2B marketing and sales acceleration firm that delivers measurable revenue results. Every strategy, tactic, and action has a specific, measured purpose. Instead of focusing on the activities, we focus on the outcomes. What really matters is sales pipeline, closing business, and accelerating revenue. For more information, visit

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Jenna DeMarco
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