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Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion Research Findings

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Presentation deck from our webinar with Uberflip highlighting research findings on content usage, effectiveness and revenue impact

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Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion Research Findings

  1. 1. @uberflip#uberwebinar Uncover the B2B Marketing Trends That Matter Matt Heinz President, Heinz Marketing @heinzmarketing Hana Abaza Head of Strategy, Uberflip @hanaabaza
  2. 2. @uberflip#uberwebinar Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar )
  3. 3. @uberflip#uberwebinar Stick Around For a Demo
  4. 4. @uberflip#uberwebinar • 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!)
  5. 5. @uberflip#uberwebinar • 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
  6. 6. @uberflip#uberwebinar 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
  7. 7. @uberflip#uberwebinar 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
  8. 8. @uberflip#uberwebinar 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
  9. 9. @uberflip#uberwebinar 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
  10. 10. @uberflip#uberwebinar 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
  11. 11. @uberflip#uberwebinar 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
  12. 12. @uberflip#uberwebinar 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
  13. 13. @uberflip#uberwebinar 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
  14. 14. @uberflip#uberwebinar 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
  15. 15. @uberflip#uberwebinar What does it mean?!
  16. 16. @uberflip#uberwebinar QUESTION TIME! hub.uberflip.com Matt Heinz President, Heinz Marketing @heinzmarketing Hana Abaza Head of Strategy, Uberflip @hanaabaza

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