In this webinar, Matt Heinz will take you through the survey findings and help you determine where to focus your B2B marketing efforts and comprehend the changing content marketing landscape.

1. @uberflip#uberwebinar
Uncover the B2B Marketing
Trends That Matter
Matt Heinz
President, Heinz Marketing
@heinzmarketing
Hana Abaza
Head of Strategy, Uberflip
@hanaabaza

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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar )

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• Content is more important than ever for
B2B marketers, based on ongoing/future
investment + impact on buyers, customers &
prospects
• Content that works moving forward must be
engaging, customized and action-oriented
• There is a direct correlation between good
content and revenue results
Headline
(last slide first!)

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• 400+ B2B respondents
• Content creators AND consumers
• We studied impact of content on
engagement AND business metrics
• Here’s what we learned….
The Uberflip /
Heinz Marketing
Content Marketing
Effectiveness Study

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Content
marketing’s
positive impact
on company
success
Question: Generally speaking, is your company encouraged by the success it is achieving in 2016?
• Over 72% of all survey respondents from companies utilizing content marketing
reported being encouraged by their company’s business success in 2016.
• Respondents from companies that were increasing their level of investment in
content marketing and the quantity of content marketing over the past 12 – 18
months reported being significantly more encouraged by their company’s success
than companies that did not increase either the quantity and/or level of investment
in content marketing.
Encouraged
by 2016
success
Total
(209)
Seeing
revenue
growth
(162)
Not
seeing
revenue
growth
(34)
Increasing
quantity of
content
marketing
(126)
Not
increasing
quantity of
content
marketing
(72)
Increasing
content
marketing
investment
(133)
Not
increasing
content
marketing
investment
(69)
Yes 72.7% 80.9% 44.9% 81.7% 59.7 82.0% 58.0%
No 20.1 13.6 50.0 20.1 31.9 15.0 30.4
Don’t
Know
7.2 5.6 5.9 4.8 8.3 3.0 11.6

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Question: Please rate the current importance that each of the following content marketing elements are having on your
company’s lead generation efforts on a scale of 1 - 7?
• Over 76% of respondents believed it was very important for content
marketing to be engaging.
• Nearly 60% believed it was very important for content marketing to
drive action.
• Nearly 50% believed it was very important for content marketing to be
customized.
Key content
marketing
elements
Total
% 6,7
(209)
< $1M
Annual
Revenue
(48)
$1M – $10M
Annual
Revenue
(56)
$11M - $50M
Annual
Revenue
(31)
$51M +
(34)
Content is
engaging
76.5% 79.2% 75.0% 77.4% 70.6%
Content drives
action
59.8 54.2 59.0 51.7 61.8
Content is
customized
48.3 43.8 46.4 54.8 55.9
Reported
importance
of content
marketing
elements

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Importance/
Performance
gap analysis
• All three content marketing elements assessed produced “negative”
performance gaps, meaning that respondents did not believe that any
area was performing to the level of its importance.
• The most significant importance/performance gap was “developing
engaging content”. Any moving forward improvement efforts should
first focus on addressing this gap area.
Key content marketing
elements
Importance
Score
Performance
Score
Performance Gap
Content is engaging 76.5 54.0 -22.5
Content drives action 59.8 46.4 -13.4
Content is customized 48.3 34.5 -13.8

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Current
Content
Marketing
is not
engaging
Question: What percentage of all companies you receive content marketing from are effectively
engaging you with their content marketing?
• Nearly 75% of respondents reported that less than half of all
the content marketing they received from companies was
effectively engaging them.
% of content
marketing that is
engaging
Total
(209)
Accessing
more content
(126)
Accessing same
or less amount
of content
(72)
76 – 100% 2.4% 3.2% 1.4%
51 – 75% 15.8 15.1 19.4
26 – 50% 31.6 36.5 25.0
0 – 25% 42.1 41.3 44.4

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Receiving
engaging
content
marketing is
most
important to
people
receiving
content
marketing Question: Please rate how important each of the following elements of content marketing are to
you on a scale of 1 – 7, with seven meaning very important and one meaning not important at all.
• Receiving content marketing that is engaging was identified as
the most important element of effective content marketing, with
over 75% of respondents reporting that receiving engaging
content marketing was very important to them.
Level of importance
(1 – 7 scale)
Content is
engaging
Content
drives action
Content is
customized
% 6 or 7 76.5% 59.8% 48.3%
% 4 or 5 16.8 28.7 34.0
% 1,2,3 3.9 8.5 13.8

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COMPANIES
UTILIZING
CONTENT
MARKETING
REPORT
STRONGER
REVENUE
GROWTH.
Question: Has your company experienced revenue growth over the past two years?
Question: Has your company increased your investment in content marketing?
• Over 85% of respondents who reported that their company had increased the
quantity of content marketing reported experiencing revenue growth in the past
two years. Only 68% of respondents from companies that did not increase the
quantity of content marketing in the past two years experienced revenue growth.
• Over 86% of respondents reporting that their company had increased investment
in content marketing reported experiencing revenue growth in the past two
years. Only 65% of respondents from companies that did not increase content
marketing investment experienced revenue growth.
Have
experienced
revenue growth
in past two
years
Total
(209)
Quantity of
content
marketing
increasing
(126)
Quantity of
content
marketing is
staying same
or decreasing
(72)
Investment in
content
marketing is
increasing
(133)
Investment in
content
marketing is
staying the same
or decreasing
(69)
Yes 77.5% 85.7% 68.1% 86.5% 65.2%
No 16.3 11.1 25.0 10.5 27.5

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Content
marketing’s
positive
impact sales
revenue
growth
Question: Is your company seeing sales revenue growth as a result of its increased investment in content marketing?
• Nearly 55% of respondents reported that their
companies were seeing sales revenue growth as a
result of increased investment in content marketing.
Company is
seeing revenue
growth
Total
(133)
< $1M
Annual
Revenue
(30)
$1M – $10M
Annual
Revenue
(31)
$11M - $50M
Annual
Revenue
(25)
$51M +
Annual
Revenue
(24)
Yes 54.9% 46.7% 64.5% 64.0% 45.8%
No 14.3 26.7 25.8 - 12.5
Don’t know 30.8 26.7 9.7 36.0 41.7

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Content
marketing’s
positive
impact on the
growth of
leads &
prospects
Question: Is your company seeing growth in the number of leads and prospects as a result of its increased
investment in content marketing?
• Over 70% of respondents reported seeing an increase in
the number of leads and prospects as a result of
increased investment in content marketing.
Is content
marketing
increasing leads
and prospects?
Total
(169)
< $1M
Annual
Revenue
(48)
$1M – $10M
Annual
Revenue
(56)
$11M - $50M
Annual
Revenue
(31)
$51M +
Annual
Revenue
(34)
Yes 72.2% 70.0% 77.4% 80.0% 70.8%
No 9.8 23.3 12.9 4.0 4.2
Don’t know 18.0 6.7 9.7 16.0 25.0

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Reducing
content
marketing
investment
negatively
impacts
sales
revenue
Question: Is your company seeing a decrease in sales revenue as a result of its decreasing level of
investment in content marketing?
• Nearly 30% of respondents reported seeing a decrease in
sales revenue as a result of reduced company investment in
content marketing.
Are you seeing a
decrease in sales
revenue
Total
(18)
< $1M
Annual
Revenue
(3)
$1M – $10M
Annual
Revenue
(9)
$11M - $50M
Annual
Revenue
(2)
$51M +
(2)
Yes 27.8% 66.7% 22.2% 50.0% -
No 50.0 33.3 44.4 50.0 50.0
Don’t know 22.2 - 33.3 - 50.0

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What does it mean?!

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QUESTION TIME!
hub.uberflip.com
Matt Heinz
President, Heinz Marketing
@heinzmarketing
Hana Abaza
Head of Strategy, Uberflip
@hanaabaza