Source: HubSpot
Notes: Proving the ROI of marketing activities is the top challenge for both B2C and B2B organizations, according to results from HubSpot’s latest State of Inbound report. Interestingly, B2C marketers are having more trouble identifying the right technologies for their needs, while B2B companies are finding it more challenging to hire top talent. Meanwhile, despite ROI proof being the biggest challenge overall, it falls well behind customer acquisition as a priority. Indeed, the top 2 priorities for both B2B and B2C companies are increasing the number of contact and leads (#1 for B2B) and converting contacts and leads to customers (#1 for B2C).
Related: CMOs: Marketing Budget Growth Expected; ROI Problems Persist
About the Data: The HubSpot data is based on a survey of 3,957 respondents across more than 150 countries. Almost half (48%) of respondents come from companies with average annual revenue of at least $1MM. Some 65% are primarily B2B and 24% primarily B2C companies. Slightly more than one-third (36%) of respondents said that they or their companies are HubSpot partners or agencies.
