B2B marketers pointed to video as one of the top three most effective content marketing techniques.
Execs wanted a mix of content and information when researching via smartphone.
B2B end-user buyers worldwide were most likely to begin researching work-related purchases on search engines (35%) and manufacturers’ websites (27%).
Articles top the list of content forms that B2B executives have found most helpful for a business-related matter during the past 12 months.
86% B2B marketers reported using content marketing, down from 93% last year and 91% in 2012.
More B2B (86%) than B2C (77%) marketers are using content marketing this year.
This infographic by uberflip illustrates some content marketing trends B2B marketers can expect in 2015.
Roughly two-thirds of online event products report that event attendance is trending up, with another 18% saying attendance is flat.
Good old face-to-face contact still does the trick, with two-thirds of respondents rating in-person events as either effective or very effective.
The most effective type of content marketing is email newsletters, cited by half of in-house marketer respondents.