The top content formats produced by content marketers in the US are research/original data, infographics and product reviews.
86% of B2B marketers invest in social media marketing and a slight majority feel that social media is very important to their organization’s marketing efforts.
48.6% of executives surveyed say that the quantity of content provided to salespeople meets or exceeds expectations.
Content marketing is more entrenched among B2B (88%) than B2C (76%) firms in North America.
Visual content such as videos and infographics are considered effective by more marketers than blog posts and articles.
More than 6 in 10 executives and enterprise companies (more than $1 billion in annual revenues) say they receive personalized sales outreach from vendors at least often.
Webinars are a popular marketing tactic—especially for B2B marketers—and research indicates many believe they can be highly effective.
B2B vendor websites are often lacking the content elements buyers perceive as being most important.
Videos are a particularly challenging content type to create, although respondents also see value in them.
IT decision-makers tend to rely on news articles and product demos early on in the purchase process, turning to product testing and reviews during the vendor evaluation and selection stage, and ROI and other assessment tools to sell internally and authorize the purchase.