Netline study says B2B marketing is more reliant on gated content
Ebooks are the most popular form of gated content; they get passed around by buying committees and are often consumed 2 days after it’s downloaded More prospective customers downloaded gated content in 2023 than the year prior. Gated content consumption...Read More
7 takeaways from a study on B2B thought leadership; why it works or doesn’t
Thought leadership benefits B2B marketing in so many ways – awareness, consideration and even customer retention – but it can have adverse effects when it’s under-resourced and turns out to be light on substance The social media platform LinkedIn and...Read More
Does B2B marketing respect their prospects’ time?
Much of the content B2B marketing produces overpromises and underdelivers – and that seems most likely to happen when we consider company needs before customers “Caring, when it comes to marketing, is respecting one’s time,” says Gary Vaynerchuk. “I think...Read More
A short, simple and specific case for more content, not less
Revving up the content engine takes some work. You are going to strike out. You are going to walk. But you’ll also wind up with a few home runs. That’s what people will remember. There’s a good case to be...Read More
Trust issues: the one reason buyers give B2B content a letter grade of “D”
71% of B2B marketing prospects are disappointed in the content they’ve traded their contact information to obtain at least some of the time, which leads to trust issues B2B marketing can hit the right target with the right message and...Read More
The type of content B2B buyers say helps vendors win deals [study]
B2B buyers say they want quality content that demonstrates you understand their industry, and their company and helps them to build a business case to buy your tech product One of the reasons content marketing is so important to B2B...Read More
How B2B marketing can influence the sales team to use its content according to behavioral science
Your sales team is more likely to use the content B2B marketing products when it is presented by a high-performing peer in sales – rather than a sales leader or a product marketer If you’ve worked in B2B marketing for...Read More
B2B Content Consumption is “Directly Correlated” with Intent to Buy
A study including behavioral data and a poll of 38,000 B2B professionals finds the more B2B content your “audience consumes, the more likely they are to be closing in on a purchase decision.” B2B content and buyer intent are two...Read More
B2B Sales Cycles Require 27 Interactions both Digital and Human [Study]
Deals in B2B are increasingly complicated and more likely to be scrutinized by top executives and the finance department “Buyers now exercise more due diligence than ever before, conducting more research and engaging in more conversations with vendors and third...Read More
The 6 Top B2B Content Formats Buyers Find Most Valuable
Research reports, cases studies and webinars are among the content formats B2B executives say are most helpful to them when researching a purchase Nearly three-quarters (72%) of B2B buyers say they consume three or more pieces of content before engaging...Read More
