While B2B marketers are having some trouble measuring the ROI of their content marketing efforts, they’re fairly clear on which capabilities can best improve the revenue contributions of those efforts. The recently-released 2013 Lenskold Group/Pedowitz Group Lead Gen Marketing Effectiveness Study separated respondents into two groups: those who describe themselves as highly effective and efficient (13% of the sample) and the rest. Both groups were most likely to say that marketing automation systems are responsible for improving content marketing-derived revenues.
Among the highly effective and efficient marketers, 78% pointed to marketing automation systems’ effectiveness in this regard, while 68% said that lead scoring based on content and engagement was responsible for improving content marketing’s revenue contribution. Among the rest of the respondents, those 2 capabilities also ranked atop the list, cited by 54% and 43%, respectively. Read the rest at MarketingCharts.