METRICS & GOALS It’s difficult for many marketers to connect content, experiences, data, and measurement across platforms. The top challenge B2B marketers face with measuring content performance is difficulty integrating/correlating data across multiple platforms (48%). Challenges B2B Marketers Face With Measuring Content Performance Difficulty integrating/correlating data across multiple platforms 48% Lack of organizational goal-setting KPIs to measure against 45% Difficulty tying performance data back to our goals 43% Difficulty extracting insights from data 42% Lack of training 23% Lack of communication 18% Other 7% We do not face challenges measuring content performance 9% 0 10 20 30 40 50 Content Marketing Institute/MarketingProfs Base: Content marketers who measure content performance. Aided list; multiple responses permitted. 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2022 31