Find Stephanie on Twitter @editorstahl and LinkedIn. Stephanie also spent many years as Editor in Chief of InformationWeek. You read correctly, 125 B2B marketing, B2B content, B2B sales, and B2B digital stats. They don’t simply crank out content for anyone and everyone around the organization but establish a cohesive plan for creating and distributing content that meets the brand’s mission and caters to audience needs. How to Create a Better Distribution Plan to Get Your Content Seen, How to Match Your Content to the Best Distribution Channel, Only 43% of #B2B marketers say they measure #contentmarketing #ROI via @cmicontent. In early 2020, 56% of the B2B marketers we surveyed predicted that their budgets would increase, while only 13% anticipated a budget reduction. About the survey. @CMIContent #research. 84% of #B2B #content marketers use paid distribution channels, according to @cmicontent 2020 #research. As we embark on a new decade, we have the unique opportunity to leverage years of marketing data, case studies, and real-world experiences to fuel future content creation, sales strategies, digital investments, and customer journeys for years to come. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. “We love email,” GE’s Chief Storyteller told us. Fully 94% of content marketers reported that their organizations have adjusted their content marketing strategy because of the pandemic. The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2020, The Forrester New Wave™: ABM Platforms, Q2 2020. Download to find out more! Laying out the benefits of ABM, the report also takes a look at what such initiatives currently look… Free Report to 2020 B2B Marketing Trends Report: Brand, Content & Sales-Marketing Alignment. Additionally, 50% of all respondents outsource at least some of their content marketing, with content creation topping the list of outsourced content marketing activities for all respondents (84%). If you don’t, content consumers are all-too-ready to swipe left. Also, I will be looking at great B2C examples of 2019 to understand why they worked, with the goal of adjusting and tweaking them to B2B. B2B Marketing ABM Report 2020. And as our predictions reveal, we believe 2020 will be a pivotal year as buyers' demand for a compelling experience increases and B2B marketers strive to own the moment. Recipients must have client access to read the full report. Noteworthy finding: Almost one-third of respondents (32%) lack a full-time person dedicated to content marketing, while this number drops to 13% when looking only at the top performers. As you read through this year’s B2B results and interpret how they might affect your current content marketing approach – and how you set your priorities for the upcoming year – CMI’s Chief Strategy Advisor Robert Rose offers this advice: You have to stop thinking of content marketing as the thing that’s only worth investing in if it creates a lead or an opportunity. But the top performers are more likely to amplify their content using non-owned channels, such as: The research also revealed that 84% of respondents have used paid distribution channels in the last 12 months (91% among the top performers). The B2B Marketing UK Agencies Benchmarking Report 2020 Download this free 120-page guide to find out Are you in search of a new agency and don’t know how to sort the wheat from the chaff? A potential advantage for B2B companies, over their business-to-consumer (B2C) counterparts, is that B2Bs had an easier shift to remote work, according to a March 2020 survey from Marketing … About the research: The report was based on data from a survey conducted in September 2020 among 907 B2B technology buyers and 227 B2B technology vendors. This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. (To learn how content is being used to pursue all marketing goals, including awareness, lead gen, conversions, etc., read the more detailed report.). Europe’s leading marketing event showcases the latest developments in the ever-evolving world of marketing. The newly released 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report features how content marketers in North America have been adapting to conditions that the COVID-19 pandemic has forced on businesses and marketers.. For example: The lesson here: Stay true to your audience’s needs. Companies in which sales enablement reports into marketing exceed revenue expectations more frequently. Only two-thirds (66%) of content marketing programs prioritize their audience’s informational needs over their organization’s sales/promotional message. B2B tech vendors say the tactics/content types they use most to engage buyers are marketing collateral, product demos, case studies, websites, and customer references. No consumer ever said, “I don’t get enough pitchy product news.”. Download the full report: 2020 B2B Benchmarks, Budgets, and Trends – North America from Content Marketing Institute and MarketingProfs. This site uses cookies to provide you with the best user experience possible. But they are missing out on opportunities deeper in the funnel. A full 43% of them say their brand is held back by an unclear strategy and only 2% say they have an excellent relationship with sales. Yet, 88% of the top performers do. And according to Content Marketing Institute’s 2020 B2B Benchmarking Report, marketers rated email newsletters as the best way to nurture leads, ahead of blog posts, in-person events, and case studies. We didn’t observe any notable differences here between all respondents and the top performers. The 2020 study also dives into detail on other issues of critical importance to B2B marketers and their content marketing programs, such as: As a whole, this year’s B2B research provides valuable insights you can use to gauge your efforts vs. your peers and make the case to stakeholders. By Hillary Read on 09/02/2020 in "B2B Blogs" This is the subhead for the blog post One of 3Q’s four company values is Accept No Limits, and we applied that philosophy to our just-released B2B report on the 2020 challenges and opportunities uncovered in a survey of 500 top CMOs ( download here ). The value prop for B2B customer data platforms (CDPs) will shift from data integration to activation. According to our research in the 2020 State of B2B Influencer Marketing Report, 74% of marketers surveyed believe that influencer marketing improves prospect and customer experience for B2B brands. Continue that great work. Number 3099067. According to a recent ABM benchmark report, 50% of B2B organizations have had ABM initiatives in place for at least a year, and another 25% for six to 12 months. ... For B2B Marketing Professionals. Getting attention is great, but marketers must keep that attention. In November 2019, we invited B2B marketers to tell us, anonymously, about the problems that prevent them creating the content they’d like. We write B2B content, so we thought we might learn something useful.. The three most-cited content marketing goals achieved in the last 12 months were: However, fewer B2B marketers say their efforts delivered success against goals like: What do the three latter goals have in common? In 2020, my B2B marketing resolutions are to increase my engagement on others content within LinkedIn, while also mixing in live video content with my current weekly video series. #research, 5 Tips for Recruitment Marketing to Get Great Hires [Examples], The 7 Core Roles of a 2020 Content Marketing Team, An Easy-to-Apply Framework to Build Your (New or Mature) Content Marketing Team, Get a Refresh on the What, Why, Where, and How of Content Marketing, 88% of top #contentmarketing performers put audience needs over their sales messages. How can you know if your content marketing program is working? @EditorStahl, Discover the Secrets to Successful Content Creation. Is Your Content Ready to Zig and Zag With Your Buyers? 1. Elevate Your Game from Data Operations to Revenue Operations The Editors June 9, 2020 Elevate your data game to drive intelligent growth and hear Insights and Actions from Dun & Bradstreet’s 7th Annual B2B Sales and Marketing Data Report. B2B Marketers are hungry for effective marketing strategies but don’t always have the resources or confidence to implement. Treat your audiences as customers because that is the way you can lean into data acquisition and personalize your experiences. Our advice: Find content creators who understand what’s unique about your company, know how to rise above the mediocre, and amaze your audience with their writing, researching, video, or audio skills. Discover the latest technology and strategies through seminars, panel debates and live demos from industry experts #research, Nail Your Content Performance With This Measurement Starter Kit, How to Make the Content Marketing Case With ROI, 2020 Content Marketing Benchmarks, Budgets, and Trends – North America, The Most Important Lesson Learned at Content Marketing World, Latest Winners of Content Marketing Awards Up the Game, How to Make a More Confident, Compelling Case for Content Innovation, Building loyalty with existing clients/customers (63%), Highest performing content by types and goals, Concepts around content creation, from the sales funnel to fact-checking, Organic and paid content distribution channels, including social media platforms, Content marketing organizational structures, from teams to budget. Subscribe today to the free weekday CMI newsletter. This report is available for individual purchase ($745 USD). For those who aren’t … well, what are you waiting for? Top #B2B performers are more likely to use non-owned channels to distribute #content. While 25% of all B2B marketers say they operate as a centralized content marketing group that works throughout the organization, 44% of the top performers use that centralized structure. Recipients must have client access to read the full report. The 2020 study also dives into detail on other issues of critical importance to B2B marketers and their content marketing programs, such as: Highest performing content by types and goals But we're now seeing that buyers increasingly expect to be served — by both marketing and sales — with an experience of their choosing. VAT GB365462636. For the rest, it’s time to focus, to look for inspiration from brands doing it right, and to think about long-term relationships. This is just one of the key findings from the newly released 2020 B2B Benchmarks, Budgets, and Trends – North America from Content Marketing Institute and MarketingProfs, and sponsored by Sitecore. Despite the fact that B2B marketers are under pressure to generate direct leads to sales, they cannot forget about long-term brand building. This isn’t to say that B2B marketers aren’t making progress with using content marketing to nurture subscribers, audiences, and leads. Read More The most successful set, document, and maintain a content marketing strategy. Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Content Marketing While content marketing is still a big hit today, 2020 is bound to take it to a new level. Be among the first to get the 2020 research for B2C as well as other industry reports. Among those who use paid methods, 72% said they’ve used paid social (75% of top performers in this group did). 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs Note: The survey defined success as achieving your organization’s desired/targeted results. Content Marketing World is part of the Informa Connect Division of Informa PLC. To help identify your best opportunities, let’s look at several key differences between the top performers and the group as a whole. Copyright © 2020 Informa PLC That’s right, the top marketing objectives for 2020 are sales objectives! Cover image by Joseph Kalinowski/Content Marketing Institute. While 80% of all respondents use metrics to evaluate content performance, almost all (95%) of the top performers do. Yet, the number drops to 71% when looking at all programs regardless of their success. 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