The study suggested that many marketers still relied on “gut instinct” when determining which channels to use for marketing campaigns, as the most-used weren’t always the most-measured. Always-popular social media was one of the biggest pain points for respondents. While 87% of B2B marketers used social media, just 17% were able to prove its ROI—the lowest percentage among channels used. Similarly, 87% of B2Cs used social—the No. 1 channel among this group—but only 27% could calculate ROI. And while paid search ranked second to last for usage among both groups, used by 56% of B2Bs and 64% of B2Cs, it landed at or near the top for return measurement.