Understanding how to use content to achieve marketing objectives

Chris Warren

How marketers use content to yield positive ROI and meet or exceed their KPIs.

Brian Stauffer/theispot.com

Continuing macroeconomic uncertainty is putting pressure on B2B marketers to demonstrate their value to organizations. According to the "Chief Marketer 2023 B2B Marketing Outlook Survey," which is based on the responses from 166 marketers, the top challenges facing marketers are demonstrating return on investment (ROI) and budgetary constraints. But the study, coproduced by Chief Marketerand security software provider OneTrust, presents a bit of a dichotomy for B2B firms. Although marketers are on the hook to tame their budgets, nearly 80% of the study's respondents said their budgets were either increasing or staying...

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