2017 state of b2b content syndication survey report · in q4 2016, salesboxconducted an online...

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Page 1: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 1

2017 State of B2B Content Syndication Survey Report

Page 2: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 2

740DemandGenMarketers

82%Managerandabove

86%companiesfromNorthAmerica

InQ42016,SalesBox conductedanonlinesurveyaboutB2BContentSyndicationPrograms.WereachedouttoDemandGenmarketersandquizzedthemonaseriesofquestionsrelatedtoContentSyndicationProgramoutcomesandexpectationsfor2017.

Alookbehindthedatainthisreport

Survey Methodology

Page 3: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 3

KeyTakeawaysfor2017

Usescontentsyndicationascoreleadgentactic

Useswhitepaperforcontentsyndication

65%

85%

71%

47%

2017ContentSyndicationSurveySummary

Seeinteractivecontentdelivery&personalizationasthedrivingfactorsin2017

Plantoincreasetheirallocationforcontentsyndicationin2017

Page 4: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 4

Is B2B Content Syndication a core part of Strategy?

Yes

No

Unsure

65%30%5%

KeyInsight#ContentSyndicationiscurrentlyakeypartofmarketingmix

Page 5: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 5

Generate Leads

Generate Sales

Nurture Leads

Traffic

Customer Engagement

76%

31%

48%

28%

34% 40%

WhatareyourTop6ContentSyndicationGoals?

Brand Advocacy

KeyInsight#PrimarygoalistoGenerate“MarketingQualifiedLeads”

Page 6: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 6

Whitepaper85%

60%

50%

35%

WhataretheTop4typesofContentbeingused?

Webcast

Infographic

Articles

KeyInsight#Whitepapercontinuestobetheprimarycontentchoice

Page 7: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 7

Email

Web

Social

3rd PartyPublishers

Top8preferredcontentdistributionchannels

#1

#2

#3

#4

Search

Events

Mobile

Others

#5

#6

#7

#8

KeyInsight#Multichannelapproachtoamplifyyourmessage

Page 8: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 8

Lead QualityNeedstomatchleadqualificationcriteria

Lead VolumeNeedstogenerateenoughvolumeofLeads

ROIRevenueversuscostperlead

Brand LiftBrandRecallinTargetAccounts

TrafficAdditionalvolumeofvisitstocompanywebsite

Top5contentsyndicationmetricsusedtotrackeffectiveness

#1

#2

#3

#4

#5

KeyInsight#Rightleads+Rightvolume=Success

Page 9: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 9

InteractiveContentContent suchastestsandquizzes,keepsusershooked

PersonalizedContentContent tailoredtoeachuserpersona

StreamingContentContent streamedovertheinternet

RichMediaContentRichmedialikevideos,games…etc

AIbasedContentContentgeneratedontheflybyintelligentAIbots

#1

#2

#3

#4

#5

Top5emergingcontenttypes

KeyInsight#‘Staticispassé…DynamicisKing’whenitcomestocontent

Page 10: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 10

01

02

03

04

ResourceConstraint

ContentPersonalization

DynamicIntent/BehaviorbasedContent

BuyingStagebasedContent

Top8challengeswithContentSyndication

05

06

07

08

Cost/Budget

Variety

MeasuringEffectiveness

ContentCreation

KeyInsight#Leverageinhouse+externalexpertisetogettogoal

Page 11: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 11

Lessthan10%38%

22%

11%

5%

What%ofyourbudgetisallocatedforContentSyndication

10to20%

20to40%

Above40%

KeyInsight#ContentSyndicationisakeytactictoaddMQLleadstopipeline

24% Notyet

Page 12: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 12

Increase – 47%

Decrease – 8%

Same – 26%

Unsure – 29%

Howdoyouexpectyourbudgettochangein2017?

KeyInsight#Budgetallocationssettorisefor2017

Page 13: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 13

ExpertAlreadyexecutingawellcraftedcontentsyndicationstrategyandreapingrichdividends

ProUnderstandcontentsyndicationbutlooking toamplifyreachbyaddingadditionalchannels

BeginnerJuststartedaligningcontentstrategywithourmarketinggoalsandplanningto launchshortly

CuriousLooks interestingbutassessingfitfortheircompany&marketinggoals

SkepticDoesn’tbelieveitaddsmuchvaluetotheirdemandgenobjectives

13%

15%

28%

32%

12%

Whichofthefollowingholdstrueforyourorganization

KeyInsight#Adoptionrateexpectedtorisein2017&beyond

Page 14: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 14

KeyRecommendationsfor2017

AmplifyyourReachLeverage thepowerofyourorganization’sfullnetworkbyusingyourwebsite,socialchannels,contentsyndicationvendors/publishersaspartofaneffective contentsyndicationstrategy

LeadQualityEnsurehighqualityofleadsbyconstantlymonitoringallleadsources

#1

#2

#3

SalesBoxContentSyndicationRecommendationsfor2017

LeadProgression/VelocityMonitortheprogression&velocityofleadsthroughyourfunnelonanongoingbasisandrefineleadnurturingprocess.

Page 15: 2017 State of B2B Content Syndication Survey Report · In Q4 2016, SalesBoxconducted an online survey about B2B Content Syndication Programs. We reached out to Demand Gen marketers

PAGE 15

SalesBox helps enterprises to accelerate sales tractionthrough our award winning AI powered lead generationtechnology and services. Our fully managed lead generationprogram has been specifically designed to help technologyfirms and agency partners maximize reach and generateleads all along the sales funnel

If you’re interested in improving your sales pipeline and/orwant to know about our B2B audience discovery engine, dowrite to us at [email protected] or call us at415.361.4080. Learnmore at salesboxinc.com

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