2 in 3 marketers believe it would be important for the sales team to access video viewing data to qualify leads, engage prospects, or influence specific deals.
B2B buyers said they find research/survey reports to be their most valuable content type for researching purchases.
The most common hashtags and topics speak to the relationship between content and SEO.
B2B buyers want short content that uses research and data to support claims.
Advertisers think content-led campaigns are best for brand engagement, while agencies see the benefits of changing perceptions.
Information-heavy content types are associated with a greater likelihood for an immediate buying decision.
Content marketing strategy remains a sought-after topic, though it appears to have declined a little in importance.
Partner training/learning management solutions are popular, as are channel incentives and program management.
B2B marketers are also hoping to generate more leads and to focus on quality.
The majority of B2B marketers surveyed say that marketing-generated leads account for more than 10% of firm revenues.
Creating brand awareness is the most cited purpose of content marketing.
About one-third of marketers surveyed would like to produce twice as much content as they are currently.
Data quality is a key component, but something that marketers are struggling with.
3 in 10 are using a digital data onboarding provider to support targeting using their first-party data.
A majority of executives around the world question the sincerity of their organizations’ sustainability initiatives.
The average view time of the B2B content analyzed grew by 63% year-over-year in H1.
Close to 9 in 10 organizations using content marketing are leveraging video as part of their efforts.
More than three-quarters of senior marketers surveyed say their organization has a distinct voice.