Every year, the survey findings make clear that B2B enterprise marketers (1,000+ employees)
face more internal challenges with content marketing than other groups we study, which
makes sense considering their sheer size. For instance, when compared with our overall sample
of B2B marketers, enterprises are less likely to be committed to content marketing, more likely
to lack clarity on what content marketing success looks like for their particular company, and
less likely to focus on their audience (versus their brand) while creating content