TEAM STRUCTURE & OUTSOURCING The top challenge for B2B marketers who outsource is finding partners with adequate topical expertise (65%). The percentage of those who indicated that budget issues are a challenge decreased to 40% compared with 51% the previous year. Top 5 Challenges When Seeking Outsourced B2B Content Marketing Help Finding partners with adequate topical expertise 65% Finding partners who understand/can empathize with our audience 41% Budget issues 40% Lack of clear return on investment (ROI) metrics 31% Finding partners who can provide adequate strategic advice 26% Lack of integration with our organization’s process/tools 25% Finding partners who consistently deliver on time 19% Lack of comprehensive solutions from one partner 14% Other 7% 0 20 40 60 80 Base: Content marketers who outsourced at least one content marketing activity. Aided list; up to five responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 19