CMOs most often say that inefficient business practices are to blame.
Most content marketing aims to drive pre- and post-sales activity.
BtoB Magazine found that more than half (56%) of US B2B marketers used content marketing to foster greater audience engagement.
Counting fans was still an important tactic for almost all US marketers (96%). A large percentage of respondents were also measuring traffic to their websites (89%), customer satisfaction (66%) and new customers (62%).
78% cited better customer engagement as a leading business objective, followed by 51% who said revenue generation was a lead objective.
When asked about the role social media plays within their companies, 84% of respondents said it allowed them to connect with customers, while 69% said social was a tool to build audiences.
Retail marketers are spending most of their time building their brands and drive sales, and are not as focused on engaging customers or building customer loyalty.
47% of telecom marketers said they would focus on retaining relationships and building stronger affinity with existing customers for the year ahead.
Only 49% of companies it surveyed worldwide in January 2012 tracked and followed up on customer feedback on social media, while 28% did neither.
70% of private companies are now doing some form of customer outreach through digital avenues, with 67% leveraging social media and mobile devices.