Made possible by 
© 2014 eMarketer Inc. 
September 4, 2014 
B2B Content Marketing: 
It’s Not Just Lead Generation 
Mike Hu...
© 2014 eMarketer Inc. 
Agenda 
 The current state of content marketing 
– Optimistic outlook with budgets rising 
– Wides...
What we mean when we say “content marketing” 
© 2014 eMarketer Inc. 
 Blog posts, whitepapers, webinars, video and other ...
© 2014 eMarketer Inc. 
The Current State 
of Content Marketing
© 2014 eMarketer Inc. 
Spending and expansion for 2014 
 In a December 2013 study by Advertising Age of US 
business-to-b...
© 2014 eMarketer Inc. 
Spending and expansion for 2014 
 In a fall 2013 survey 
by Webmarketing123 
of US B2B marketers: ...
© 2014 eMarketer Inc. 
Spending and expansion for 2014 
 In an April 2014 survey by Regalix, nearly 7 in 10 B2B 
firms re...
© 2014 eMarketer Inc. 
Rising budgets, lingering dissatisfaction
© 2014 eMarketer Inc. 
Rising budgets, lingering dissatisfaction 
 42% of B2B firms said 
they believe content 
marketing...
© 2014 eMarketer Inc. 
Rising budgets, lingering dissatisfaction 
 32% rated 
content 
marketing as 
effective or very 
e...
© 2014 eMarketer Inc. 
Rising budgets, lingering dissatisfaction 
 In a July 2014 survey by Starfleet Media, 35% of 
resp...
© 2014 eMarketer Inc. 
Confusion reigns 
 In a May 2014 
poll by Contently 
of US marketers, 
only 9.4% were 
“very confi...
© 2014 eMarketer Inc. 
The crux of the problem: Unmet expectations 
“People are saying, ‛I’m increasing my 
budget so I ca...
In sum: The state of B2B content marketing is 
© 2014 eMarketer Inc. 
marked by contradictions
© 2014 eMarketer Inc. 
What’s Causing this 
Disconnect?
© 2014 eMarketer Inc. 
Lead gen and content marketing: 
A legend of the game 
 Executives are involved with digital more ...
© 2014 eMarketer Inc. 
Leads are 
most often 
the goal of 
B2B content 
marketing … 
… but content 
marketing creates 
mor...
© 2014 eMarketer Inc. 
How’s the content marketing program going? 
“Our video and webcast content last 
quarter generated ...
© 2014 eMarketer Inc. 
Go beyond “squishy” metrics 
“Our video and webcast content last 
quarter ... also generated $13 
m...
© 2014 eMarketer Inc. 
Hard to judge by leads alone
© 2014 eMarketer Inc. 
Adding a step to ask questions first 
“There’s a lot of ‘shoot first and 
measure later’. [But ] it...
© 2014 eMarketer Inc. 
Three Questions to Gauge 
a B2B Content Marketing 
Program
© 2014 eMarketer Inc. 
Ask three key questions: 
1. Does our content serve the audience? 
2. Are we fully measuring our re...
© 2014 eMarketer Inc. 
The audience is large and growing 
 B2B buyer funnel has 
grown considerably 
thanks to digital 
...
The audience is asking questions … but through 
© 2014 eMarketer Inc. 
a familiar starting point 
“B2B marketing was alway...
© 2014 eMarketer Inc. 
Think of search as your main starting point 
 80% of B2B buyers began with search: 
– 71.7% began ...
© 2014 eMarketer Inc. 
Assume a 
significant portion 
of research will 
take place on 
mobile devices 
Mobile use among B2...
© 2014 eMarketer Inc. 
Align your 
content 
accordingly 
Consider content 
that is short and 
more visual 
Twitter – #eMwe...
Content promotion remains fairly conventional 
© 2014 eMarketer Inc. 
Twitter – #eMwebinar
© 2014 eMarketer Inc. 
Make sharing 
your content 
easy 
In a May 2014 survey of 
US B2B buyers: 
 88% frequently used 
e...
© 2014 eMarketer Inc. 
Maximize trust 
by creating 
content that 
encourages 
dialogue or 
user-generated 
feedback 
Twitt...
© 2014 eMarketer Inc. 
Ask three key questions: 
1. Does our content serve the audience? 
2. Are we fully measuring our re...
© 2014 eMarketer Inc. 
Quantitative 
or tangible 
key 
performance 
metrics are 
the most 
popular 
Think of each metric 
...
© 2014 eMarketer Inc. 
In part, satisfaction is a numbers game … 
“We have 10 million social media 
followers and fans, fo...
… but quality is as important as quantity when it 
© 2014 eMarketer Inc. 
comes to leads 
“If we’re expecting the same num...
© 2014 eMarketer Inc. 
Intangible 
metrics are 
high on the 
measurement 
wish list 
Ultimately, each 
organization must f...
© 2014 eMarketer Inc. 
Make sure there is internal agreement around 
intangible KPIs 
“There’s an external group that actu...
© 2014 eMarketer Inc. 
Ask three key questions: 
1. Does our content serve the audience? 
2. Are we fully measuring our re...
© 2014 eMarketer Inc. 
Internal 
agreement 
around 
intangibles can 
help overcome 
measurement 
challenges 
Twitter – #eM...
© 2014 eMarketer Inc. 
Be prepared for long turnaround times … 
“In the end, if we are introducing the 
concept, they are ...
… especially where content programs focused 
© 2014 eMarketer Inc. 
on brand awareness are concerned 
Twitter – #eMwebinar
… especially where content programs focused 
© 2014 eMarketer Inc. 
on brand awareness are concerned 
Twitter – #eMwebinar
© 2014 eMarketer Inc. 
Takeaways: 
 See the opportunity and the risk in this moment for 
B2B content marketing 
 Ask thr...
© 2014 eMarketer Inc. 
A ‘snackable’ takeaway: 
“This is a new muscle for many 
organizations.” 
—Joe Pulizzi, founder of ...
‣ 
‣ 
‣ 
‣ 
‣ 
‣ 
TRADITIONAL MARKETING DIGITAL EXPLOSION 
‣ 
‣ 
‣ 
DIGITAL GUT DRIVEN 
MARKETING 
Nothing has changed 
‣ ...
And your funnel is under attack… 
‣ B2B buyers are now 
57% of the way to a 
purchase decision 
before engaging a 
sales r...
Discover Content 
Opportunities 
Optimize Content 
Distribution 
Track Real-Time 
Progress 
EARNED MEDIA TRAFFIC SEO TEXT ...
http://trackmaven.com/summit
Learn more about digital marketing with an 
© 2014 eMarketer Inc. 
eMarketer corporate subscription 
Around 200 eMarketer ...
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
Upcoming SlideShare
Loading in …5
×

eMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen

3,615 views

Published on

Nearly three-quarters of business-to-business (B2B) marketers plan to increase their content marketing spending this year, yet most of them say they actually aren’t satisfied with the results. But what results are they seeking? Topics in this webinar include: Are B2B marketers too focused on leads? How can marketers achieve soft goals like branding—and measure success? Are intangibles as much a part of sales conversions as lead generation? Will budgets be cut if satisfaction doesn’t improve?

Published in: Marketing

eMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen

  1. 1. Made possible by © 2014 eMarketer Inc. September 4, 2014 B2B Content Marketing: It’s Not Just Lead Generation Mike Hudson Analyst
  2. 2. © 2014 eMarketer Inc. Agenda  The current state of content marketing – Optimistic outlook with budgets rising – Widespread dissatisfaction with results  What’s causing this disconnect?  How to bridge the divide Twitter – #eMwebinar
  3. 3. What we mean when we say “content marketing” © 2014 eMarketer Inc.  Blog posts, whitepapers, webinars, video and other content …  distributed by digital means …  without an explicit sales pitch. Twitter – #eMwebinar
  4. 4. © 2014 eMarketer Inc. The Current State of Content Marketing
  5. 5. © 2014 eMarketer Inc. Spending and expansion for 2014  In a December 2013 study by Advertising Age of US business-to-business (B2B) marketers: – 75% planned to increase their content budget in 2014 – 1.3% said they would decrease their content budget this year Advertising Age “2014 BtoB Outlook: Marketing Priorities and Plans”
  6. 6. © 2014 eMarketer Inc. Spending and expansion for 2014  In a fall 2013 survey by Webmarketing123 of US B2B marketers: – 69% planned to increase content spending in 2014 – 1% planned to decrease content spending in 2014 Twitter – #eMwebinar
  7. 7. © 2014 eMarketer Inc. Spending and expansion for 2014  In an April 2014 survey by Regalix, nearly 7 in 10 B2B firms reported spending more than 20% of total marketing budget on content marketing Twitter – #eMwebinar
  8. 8. © 2014 eMarketer Inc. Rising budgets, lingering dissatisfaction
  9. 9. © 2014 eMarketer Inc. Rising budgets, lingering dissatisfaction  42% of B2B firms said they believe content marketing efforts had been effective  58% … not so much Twitter – #eMwebinar Content Marketing Institute “2014 B2B Content Marketing Trends”
  10. 10. © 2014 eMarketer Inc. Rising budgets, lingering dissatisfaction  32% rated content marketing as effective or very effective  About half were right in the middle, giving it a “so-so” rating Twitter – #eMwebinar
  11. 11. © 2014 eMarketer Inc. Rising budgets, lingering dissatisfaction  In a July 2014 survey by Starfleet Media, 35% of respondents said they “not been successful at all” with content marketing efforts Twitter – #eMwebinar
  12. 12. © 2014 eMarketer Inc. Confusion reigns  In a May 2014 poll by Contently of US marketers, only 9.4% were “very confident” about results measurement  31.9% were ??? Twitter – #eMwebinar
  13. 13. © 2014 eMarketer Inc. The crux of the problem: Unmet expectations “People are saying, ‛I’m increasing my budget so I can execute on content, but I’m frustrated because I can’t get what I want.’” —Robert Rose, chief strategist at Content Marketing Institute Twitter – #eMwebinar
  14. 14. In sum: The state of B2B content marketing is © 2014 eMarketer Inc. marked by contradictions
  15. 15. © 2014 eMarketer Inc. What’s Causing this Disconnect?
  16. 16. © 2014 eMarketer Inc. Lead gen and content marketing: A legend of the game  Executives are involved with digital more than ever  They want new revenues from digital  Content marketing busted onto the scene with promises of easy/cheap lead gen Twitter – #eMwebinar
  17. 17. © 2014 eMarketer Inc. Leads are most often the goal of B2B content marketing … … but content marketing creates more than just leads Twitter – #eMwebinar
  18. 18. © 2014 eMarketer Inc. How’s the content marketing program going? “Our video and webcast content last quarter generated about 1,200 net new names.” —Mark Yolton, vice president of digital at Cisco Twitter – #eMwebinar
  19. 19. © 2014 eMarketer Inc. Go beyond “squishy” metrics “Our video and webcast content last quarter ... also generated $13 million in sales qualified leads from those new names.” —Mark Yolton, vice president of digital at Cisco Twitter – #eMwebinar
  20. 20. © 2014 eMarketer Inc. Hard to judge by leads alone
  21. 21. © 2014 eMarketer Inc. Adding a step to ask questions first “There’s a lot of ‘shoot first and measure later’. [But ] it requires a step in there to first understand the purpose of content, ask what success should look like and then align measurement.” —Robert Rose, chief strategist at Content Marketing Institute Twitter – #eMwebinar
  22. 22. © 2014 eMarketer Inc. Three Questions to Gauge a B2B Content Marketing Program
  23. 23. © 2014 eMarketer Inc. Ask three key questions: 1. Does our content serve the audience? 2. Are we fully measuring our results? 3. Does our organization value these results? Twitter – #eMwebinar
  24. 24. © 2014 eMarketer Inc. The audience is large and growing  B2B buyer funnel has grown considerably thanks to digital  It’s still growing  71% of B2B email lists grew last year Twitter – #eMwebinar
  25. 25. The audience is asking questions … but through © 2014 eMarketer Inc. a familiar starting point “B2B marketing was always clouded in mystery. Now digital has opened up the whole landscape, giving prospective buyers a full view of the world. And they’re looking for three things: What the brand does, what the competitors do and what other people say. It starts with search.” —Mark Kiernan, SVP of marketing at DigitasLBi Twitter – #eMwebinar
  26. 26. © 2014 eMarketer Inc. Think of search as your main starting point  80% of B2B buyers began with search: – 71.7% began with Google – 5.5% began with Yahoo – 2.8% began with Bing Twitter – #eMwebinar Pardot/Salesforce “State of Demand Generation”
  27. 27. © 2014 eMarketer Inc. Assume a significant portion of research will take place on mobile devices Mobile use among B2B buyers:  42.9% in 2013  55.8% in 2014  Majority of smartphone research activities are content consumption Twitter – #eMwebinar
  28. 28. © 2014 eMarketer Inc. Align your content accordingly Consider content that is short and more visual Twitter – #eMwebinar
  29. 29. Content promotion remains fairly conventional © 2014 eMarketer Inc. Twitter – #eMwebinar
  30. 30. © 2014 eMarketer Inc. Make sharing your content easy In a May 2014 survey of US B2B buyers:  88% frequently used email to share content  43% frequently used LinkedIn to share contente  35% frequently used Twitter to share content Twitter – #eMwebinar
  31. 31. © 2014 eMarketer Inc. Maximize trust by creating content that encourages dialogue or user-generated feedback Twitter – #eMwebinar
  32. 32. © 2014 eMarketer Inc. Ask three key questions: 1. Does our content serve the audience? 2. Are we fully measuring our results? 3. Does our organization value these results?
  33. 33. © 2014 eMarketer Inc. Quantitative or tangible key performance metrics are the most popular Think of each metric as a goalpost along the path to the ultimate goal Twitter – #eMwebinar
  34. 34. © 2014 eMarketer Inc. In part, satisfaction is a numbers game … “We have 10 million social media followers and fans, for instance. Leads are really the ultimate of what we’re searching for. But it’s important to get that reach at the top of the funnel in order to achieve the revenue numbers at the bottom.” —Mark Yolton, vice president of digital at Cisco Twitter – #eMwebinar
  35. 35. … but quality is as important as quantity when it © 2014 eMarketer Inc. comes to leads “If we’re expecting the same number of inferior leads that we’re getting from our outbound direct marketing program, yeah, we’re likely to be frustrated. Perhaps the leads are more expensive and there are fewer of them, but they are so much more valuable as they are worth more dollars in new business in the long run.” —Robert Rose, chief strategist at Content Marketing Institute Twitter – #eMwebinar
  36. 36. © 2014 eMarketer Inc. Intangible metrics are high on the measurement wish list Ultimately, each organization must find a way to measure in a way they trust Twitter – #eMwebinar
  37. 37. © 2014 eMarketer Inc. Make sure there is internal agreement around intangible KPIs “There’s an external group that actually measures the quality and value of different professional services firms. When we started this effort we were number 18 on their list. We’re now number 2. What we sell is our ideas. The content marketing gives people a chance to sample our ability to deliver insights.” —Jonathan Copulsky, principal at Deloitte Consulting Twitter – #eMwebinar
  38. 38. © 2014 eMarketer Inc. Ask three key questions: 1. Does our content serve the audience? 2. Are we fully measuring our results? 3. Does our organization value these results?
  39. 39. © 2014 eMarketer Inc. Internal agreement around intangibles can help overcome measurement challenges Twitter – #eMwebinar
  40. 40. © 2014 eMarketer Inc. Be prepared for long turnaround times … “In the end, if we are introducing the concept, they are more likely to see us as a leading resource when the time comes for them to seek out such services.” —Chris Reed, Chief Marketing Officer at CDK Cobalt Digital Marketing Twitter – #eMwebinar
  41. 41. … especially where content programs focused © 2014 eMarketer Inc. on brand awareness are concerned Twitter – #eMwebinar
  42. 42. … especially where content programs focused © 2014 eMarketer Inc. on brand awareness are concerned Twitter – #eMwebinar
  43. 43. © 2014 eMarketer Inc. Takeaways:  See the opportunity and the risk in this moment for B2B content marketing  Ask three questions: – Does our content serve our audience? – Are we fully measuring our results? – Does our organization value these results? Twitter – #eMwebinar
  44. 44. © 2014 eMarketer Inc. A ‘snackable’ takeaway: “This is a new muscle for many organizations.” —Joe Pulizzi, founder of Content Marketing Institute Twitter – #eMwebinar
  45. 45. ‣ ‣ ‣ ‣ ‣ ‣ TRADITIONAL MARKETING DIGITAL EXPLOSION ‣ ‣ ‣ DIGITAL GUT DRIVEN MARKETING Nothing has changed ‣ ‣ ‣ ‣ ‣ ‣
  46. 46. And your funnel is under attack… ‣ B2B buyers are now 57% of the way to a purchase decision before engaging a sales rep. ‣ Competitors can steal prospects out of your funnel! AWARENESS INTEREST START HERE BUY!
  47. 47. Discover Content Opportunities Optimize Content Distribution Track Real-Time Progress EARNED MEDIA TRAFFIC SEO TEXT ADS DISPLAY ADS CONTENT MARKETING EMAIL TWITTER FACEBOOK PINTEREST INSTAGRAM YOUTUBE LINKEDIN GOOGLE+ TUMBLR
  48. 48. http://trackmaven.com/summit
  49. 49. Learn more about digital marketing with an © 2014 eMarketer Inc. eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session B2B Content Marketing: It’s Not Just Lead Generation You will receive an email tomorrow with a link to view the deck and webinar recording. Made possible by: To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Mike Hudson  B2C Content Marketing 2014: More Money, More Pressure to Perform  Shifting Video and TV Audiences: Tuning Out the Hype to Understand New Viewing Habits  UK Content Marketing: Meeting the Challenge of Being Seen and Shared

×