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B2bresearch2013cmi 121023151728-phpapp01-1 B2bresearch2013cmi 121023151728-phpapp01-1 Presentation Transcript

  • SponSored by
  • Founder & Executive Director Chief Content Officer Content Marketing Institute MarketingProfs SponSored by 2
  • Percentage of B2B Respondents Using Content Marketing 9% do not use content marketing 91% use content marketing 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by3
  • B2B marketers use an average of 12 contentmarketing tactics. Average Number of Tactics B2B Marketers Use 20+ Tactics 11% 16-19 Tactics 14% 13-15 Tactics 19% 10-12 Tactics 20% 5-9 Tactics 28% 1-4 Tactics 7% Average: 120 10 20 30 40 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 4
  • 0 20 40 60 80 100 Social Media – Other than Blogs 87% Articles on Your Website5 83% eNewsletters Blogs 78% 77% Case Studies Videos Articles on Other Websites In-person Events 71% 70% 70% 69% White Papers Webinars/Webcasts 61% 59% Research Reports 44% Microsites Infographics 38 38 Branded Content Tools 40% % % 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs Mobile Content eBooks (by Tactic) 33% 32% Print Magazines Books 31% % Virtual Conferences 29 28% Podcasts Licensed/Syndicated Content 26% Mobile Apps Digital Magazines 27% 26% 25% B2B Content Marketing Usage Print Newsletters 24% Annual Reports 20% Games/Gamification 11% SponSored by
  • The use of certain B2B content marketing tacticshas risen greatly. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 6
  • Confidence GapEffectiveness Ratings of Tactics Among B2B Users Believe It’s Effective Believe It’s Less Effective 67% In-person Events 33% 64% Case Studies 36% 61% Webinars/Webcasts 39% 59% Blogs 41% 58% Videos 42% 58% eNewsletters 42% 57% Research Reports 43% 57% White Papers 43% 55% eBooks 45% 53% Articles on Your Website 47% 50% Articles on Other Websites 50% 50% Microsites 50% 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 7
  • More B2B marketers are using social media todistribute content. Percentage of B2B Marketers Using Social Media to Distribute Content 87% 74% 2012 2011 0 10 20 30 40 50 60 70 80 90 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 8
  • B2B LinkedIn 83% 71% Twitter 80% 74% Facebook 80% 70% YouTube 61% 56% Google+ 39% 13% N/A Pinterest 26% 23% SlideShare 20% 12% Vimeo N/A 10% Flickr 10% 10% StumbleUpon N/A 8% Foursquare N/A 7% Instagram N/A 7% Tumblr N/A 2012 2011 6% Quora N/A 0 20 40 60 80 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by9
  • More B2B marketers are using content marketingto achieve organizational goals. Organizational Goals for B2B Content Marketing Brand Awareness 79% Customer Acquisition 74% Lead Generation 71% Customer Retention/Loyalty 64% Thought Leadership 64% Engagement 63% Website Traffic 60% Lead Management/Nurturing 45% Sales 43% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 10
  • Measurement Criteria forB2B Content Marketing Success Web Traffic 60% Sales Lead Quality 51% Social Media Sharing 45% Sales Lead Quantity 43% Direct Sales 41% Qualitative Feedback from Customers 41% SEO Ranking 41% Time Spent on Website 39% Inbound Links 35% Benchmark Lift of Company Awareness 26% Increased Customer Loyalty 24% Benchmark Lift of Product/Service Awareness 22% Cross-selling13% Cost Savings 5% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 11
  • More than half of B2B marketers plan to increase theircontent marketing budget over the next 12 months. B2B Content Marketing Spending (Over Next 12 Months) Unsure Significantly 10% Increase Decrease 9% 2% Remain the Increase Same 45% 34% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 12
  • 33% of B2B marketing budgets are now allocatedto content marketing. Total Marketing Budget Spent on B2B Content Marketing Micro (Fewer Than 10 Employees) 42% 34% Small (10-99 Employees) 31% 26% Midsize (100-999 Employees) 22% 23% Large (1000+ Employees) 24% 20% 2012 Overall 33% 2011 26% 0 10 20 30 40 50 60 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 13
  • More companies are creating B2B marketingcontent in-house. Insourcing vs. Outsourcing of B2B Content Creation In-House Only 56% 38% Outsourced Only 1% 4% Both 43% 58% 2012 2011 0 10 20 30 40 50 60 70 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 14
  • On average, 44% of companies outsourceB2B content creation. Percentage of Companies that Outsource B2B Content Creation Micro (Fewer Than 10 Employees) 33% 53% Small (10-99 Employees) 42% 60% Midsize (100-999 Employees) 53% 62% Large (1000+ Employees) 65% 74% Average 44% 58%0 10 20 30 40 50 60 70 80 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs 2012 2011 SponSored by 15
  • Nearly all B2B marketers segment their content.How B2B Organizations Tailor Content Profile of Individual Decision Makers 59% 57% Company Characteristics 52% 51% Stage in the Buying Cycle 42% 39% Personalized Content Preferences 23% N/A None 8% 2012 12% 2011 0 10 20 30 40 50 60 70 80 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 16
  • Producing enough content is now the #1 challengefaced by B2B content marketers. Challenges that B2B Content Marketers Face Producing Enough Content 64% Producing the Kind of Content that Engages 52% Producing a Variety of Content 45% Lack of Budget 39% Inability to Measure Content Effectiveness 33% Lack of Knowledge, Training, and Resources 26% Lack of Integration Across Marketing 25% Lack of Buy-in/Vision 22% Finding Trained Content Marketing Professionals 14% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 17
  • Biggest B2B Content Marketing Challenge Producing Enough Content 29% 20% Producing the Kind of Content that Engages18% 41% Lack of Budget 14% 18% Lack of Buy-in/Vision 7% 12% Lack of Knowledge, Training, and Resources 6% N/A Producing a Variety of Content 5% 7% Inability to Measure Content Effectiveness 5% N/A Lack of Integration Across Marketing 4% N/A Finding Trained Content Marketing Professionals 2% N/A 2012 20110 10 20 30 40 50 602013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 18
  • How B2B Marketers Rate theEffectiveness of Their Organization’s Use of Content Marketing 5 Very Effective 6% 4 30% 3 45% 2 15% 1 Not At All Effective 2% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 19
  • Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers Most Effective Overall/Average Least Effective Percentage of marketing budget allocated to content marketing 46% 33% 16% Average number of tactics used 14 12 8 Average number of social platforms used 6 5 3 Percentage that plans to increase content marketing spend next year 54% 54% 53% Tailor content to profile of decision maker 71% 59% 41% Challenged with producing engaging content 39% 52% 70% Challenged with lack of buy-in/vision from higher-ups 12% 22% 14% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by20
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  • B2B Industry Classification Size of B2B Company B2B Job Title/Function (by Employees) Large (1000+ Employees) Other Advertising/ Midsize 5% Corporate Management/OwnerBanking/Accounting/ 22% Marketing 25% (100-999 31% Financial Employees) Micro 3% 17% (Fewer than 10 Employees) Advertising/Marketing Content Creation/Management Communications/PR Healthcare/Medical/ Consulting 39% 37% 7% Pharmaceutical 4% 12% Small e (10-99 Employees) Business 12% 28% Consultant Marketing Services (Other) Other 6% Administration/ 5% Manufacturing 3% Support 6% 6% Publishing/ Website/Technology Media Sales/Business Internet/Online Programmer Management 5% Services 1% General 6% Sales Management 5% Administration/ 5% Support 1% SPONSORED BY 22
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