Content has become a pillar of business-to-business (B2B) marketing. It can drive leads and enable buyers to self-educate along the path to purchase. In recent years, investment in content marketing has increased as more B2B leadership teams buy in to the programs.
This infographic from Scribewise illustrates the B2B technology buying cycle.
How often do executives submit personal rather than business emails when completing forms for content downloads?
The most important objective of a lead generation strategy is to increase lead-to-customer conversions.
Content creation, online advertising/media placement and branding/public relations are the tactics receiving the most budget allocations, followed by email marketing and traditional ads.
This infographic from Koeppel Direct illustrates the rise of live video streaming.
B2B marketers appear to be relying on a few key social media channels, with LinkedIn (89%), Twitter (86%) and Facebook (82%) closely bunched at the top.
Blogs and videos top the list of content types produced by US B2B marketers, each being used by 82% of respondents.
Not too surprisingly given its popularity, email tops the list of lead-generating channels for the B2B marketers surveyed, with almost three-quarters (73%) indicating that email drives leads for them.
Four best practices can lead to significant lifts in conversion rates from marketing qualified leads to sales.