b2b tech content marketing

B2B TECH CONTENT MARKETINGANANT DAS

95% of Tech Marketers use Content Marketing

2016 B2B Technology Trends, North America: Content Marketing Institute/Marketing Profs

96% of IT Decision Makers (ITDMs) Rely on Content when Evaluating Products

and Services2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study

ITDMs Download an Average of 6 Informational Assets During the Purchase

Process2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study

Creating engaging content is key in B2B marketing.

Content must be created and delivered quickly to be effective as a majority of

decision-makers in a company are only in the research phase of buying a product for

a few days or less.

Therefore, reusable content and usage of templates are critical.

82% of prospects value content targeted to their specific industry

67% of prospects find content targeted to their job function valuable

Marketing Sherpa via http://blog.marketo.com/2013/08/be-an-account-based-marketing-champ-in-5-simple-steps.html

Understand and Appeal to the Wide-Range of

Business Models, Hidden Roles, and Collaborators by Providing Different

Content Options

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

Engage the Right Audience with the Right Content Throughout the Purchase Process

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

Create Assets for Every Stage of the Buyer’s Journey

What Kind of Content?

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

Customization of Content is Key

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

Provide Valuable Content to

Customers and They’ll Take Action

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

ITDMs are Looking for more Content…

… And when it Comes to Content, Video Rules!

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

Face-to-face Events are

Rated the #1 Most Effective

Marketing Tactic by Tech

Marketers

2016 B2B Technology Trends, North America: Content Marketing Institute/Marketing Profs

But ITDMs Need to be Contacted the Right

Way

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

And Need to be

Nurtured Correctly

Content on Social Media has become More Important

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

Quickly Follow-up with Effective

Content

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the

IDG Enterprise “2016 Customer Journey Poster”

2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of

the Technology Decision Maker Study via the IDG Enterprise “2016

Customer Journey Poster”

The Most Effective B2B Marketers Allocate 42% of their Total Marketing

Budget, on Average, to Content Marketing

The Most Sophisticated/Mature Content Marketers Allocate 46%MarketingProfs via http://www.marketingprofs.com/charts/2015/28555/2016-b2b-content-marketing-benchmarks-budgets-and-trends

The Greatest Number of B2B Marketers Publish New Content

Two or More Times a Week

Timing is Everything. Quick Turnaround and Consistent Frequency Build Opportunities, Interest, and Demand.

Communication is Key

The Greatest Percentage of B2B Marketers Meet Weekly to Discuss

Content Marketing

Sources not on slides can be found in downloaded PowerPoint under “NOTES”