In 2013, B2B content marketers increased their use of tactics from 8 to 12, with significant growth in research, videos, mobile, and virtual conferences, though they remain uncertain about their effectiveness. Social media usage rose to 87%, with LinkedIn becoming the leading platform, while average spending on content marketing grew from 26% to 33% of marketing budgets. A key challenge for marketers this year is producing enough content, contrasting with the previous year's focus on creating engaging content.

1. B2B Content Marketing
2013
B E N C H M AR KS , B U D G E TS AN D T R E N D S

2. More Baits to Hook the Target
On an average, B2B CM’s are using 12 tactics vs. 8 last year. The use of all tactics has risen,
except magazines
◦ Research, videos, mobile, & virtual conferences have seen the biggest increases
100%
90% 0.87
0.83
80% 0.78 0.77
0.71 0.7 0.7 0.69
70%
0.61 0.59
60%
50% 0.44
0.4 0.38 0.38
40%
0.33 0.32 0.31
0.29 0.28 0.27
30% 0.26 0.26 0.25 0.24
0.2
20%
0.11
10%
0%

3. Uncertain About What Baits to Use?
Even though marketers are using more tactics, they are still unclear about how effective they
are — a trend that is similar to what we saw last year. As you can see in the chart below,
marketers continue to consider in-person events to be the most effective tactic (at 67%).
80%
0.7
70%
60%
0.52 2012
50% 2011
0.44
40% Column1
0.33
30% 0.28
0.25
20%
0.15
0.1
10%
0%
Research Reports Videos Mobile Content Virtual Conferences

4. Social Media is the Tastiest Bait!
87%of marketers are using social media vs. 74 percent last year. LinkedIn has the highest
adoption rate vs. last year’s leader, Twitter. New channels - Pinterest, used by 25%
90%
80%
2012
70%
2011
60%
50%
40%
30%
20%
10%
0%

5. More Spending
0.09
0.1
ON AVERAGE, B2B MARKETERS ARE
SPENDING 33 PERCENT OF THEIR 0.02
0.45
MARKETING BUDGETS ON CONTENT
MARKETING, WHICH IS UP FROM 26
PERCENT LAST YEAR. MOREOVER, THE
MAJORITY (54 PERCENT) SAY THEY WILL
INCREASE THEIR CONTENT MARKETING
SPENDING IN THE NEXT 12 MONTHS.
0.34
Increase
Same
Decrease
Unsure
Hi Increase

6. Outsourcing Content?
In this year B2B marketers’ have shifted more towards in house teams for content creation.
Only 44%of firms reported outsourcing these efforts
Avg
1000+
100 - 999
10 - 99
2011
> 10 2012
0% 10% 20% 30% 40% 50% 60% 70% 80%

7. THE BIGGEST CHALLENGE MARKETERS WILL FACE IN THE YEAR
2013 WILL BE CREATING ENOUGH CONTENT VS. LAST YEAR
WHERE THE BIGGEST CHALLENGE WAS CREATING ENGAGING
CONTENT
Regina Antony
Marketing Innovator
FACEBOOK/ANTONYREGINA80
@REGINAANTONY
REGINAANTONY.WORDPRESS

8. Regina Antony
Marketing Innovator
facebook/antonyregina80
@reginaantony
reginaantony.wordpress