B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America

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FOREWORDHello Enterprise Marketers!

Welcome to B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America.

When we recently surveyed 1,416 business-to-business (B2B) marketers from North America, we found that B2B enterprise marketers, when compared with the entire sample: Use more content marketing tactics Outsource content creation more often Are more often challenged with lack of integration across marketing.

There also are similarities. No matter what size their company: Approximately half of all B2B marketers plan to increase their content marketing budgets over the next 12 months Nearly all marketers segment their content in at least one way Just over 30% rate their organizations as effective at content marketing.

Despite the struggle with effectiveness, marketers from companies of all sizes appear to believe that continued investment in content marketing will pay off: Approximately half of those who rate their organizations as least effective are planning to increase their content marketing spend by nearly as much as their more successful peers are.

In this report, we take a closer look at how B2B enterprise marketers approach content marketing when compared with their B2B peers overall.* We think you’ll find the results interesting.

On with the content marketing revolution…

Joe PulizziFounderContent Marketing Institute

*See page 19 for study demographics.

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2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

95% of B2B enterprise marketers use content marketing.

OVERVIEW

Percentage of B2B Enterprise Marketers Using Content Marketing

95%

use contentmarketing

5%

do notuse contentmarketing

4

B2B enterprise marketers use an average of 16 content marketing tactics.

CONTENT MARKETING BY TACTIC

Number of Tactics B2B Enterprise Marketers Use

27%21%

22%12%

11%

0 10 20 30 40

1%

20+ Tactics

16-19 Tactics

13-15 Tactics

10-12 Tactics

5-9 Tactics

1-4 Tactics Average: 16

B2B enterprise marketers use more tactics than their B2B peers overall, who use an average of 12.

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

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2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

CONTENT MARKETING BY TACTIC

Case

Stud

ies

Content Marketing Usage Among B2B Enterprise Marketers

(by Tactic)

0

20

40

60

80

100

In-p

erso

n Eve

nts

Artic

les o

n You

r Web

site

Socia

l Med

ia—

Othe

r tha

n Blo

gs

eNew

slette

rs

Micr

osite

s

Artic

les o

n Oth

er W

ebsit

es

Blog

s

Bran

ded C

onte

nt To

ols

Info

grap

hics

Rese

arch

Rep

orts

Prin

t Mag

azin

es

Mobi

le C

onte

nt

Mobi

le Ap

ps

Annu

al R

epor

ts

Licen

sed/

Synd

icate

d Con

tent

Virtu

al C

onfe

renc

es

Podc

asts

Digi

tal M

agaz

ines

Book

s eB

ooks

Gam

es/G

amific

ation

Vide

os

87% 86%W

ebin

ars/

Web

cast

s

82%78%

85%84%

73%

79%78%

70%69%

60%

51%

64%

46%49% 47%

42% 42%44%

41%38%

35%

Prin

t New

slette

rs

31%33%

17%

Whi

te Pa

pers

B2B enterprise marketers use videos the most, whereas their B2B peers overall use social media (other than blogs) the most (87%).

B2B enterprise marketers use all of thesetacticsmoreoftenthantheir B2B peers overall do.

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TACTIC EFFECTIVENESS

Like their B2B peers overall (67%), B2B enterprise marketers consider in-person eventstobethemosteffectivecontent marketing tactic.

Confidence GapEffectiveness Ratings of Tactics Among

B2B Enterprise Marketers

71%70%69%65%

63%60%59%55%52%50%

29%30%31%35%37%40%41%45%48%50%

Believe It’s Effective Believe It’s Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

In-person Events

Case Studies

Research Reports

White Papers

Videos

Webinars/Webcasts

Branded Content Tools

Microsites

Licensed/Syndicated Content

eNewsletters

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

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SOCIAL MEDIA USAGE

80%

76%

74%

71%

12%

20%

4%

16%

6%

1%

4%

2%

2%

4%

Facebook

Twitter

YouTube

LinkedIn

Pinterest

Google+

SlideShare

StumbleUpon

Flickr

7% Other

Tumblr

Vimeo

Quora

Foursquare

Instagram

Percentage of B2B Enterprise MarketersWho Use Various Social Media Platforms

to Distribute Content

0 20 40 60 80 100

B2B enterprise marketers use an average of four social media platforms, whereas their B2B peers overall use an averageoffive.

B2B enterprise marketers use FacebookasoftenastheirB2Bpeers overall do; however, they use Twitter (76% vs. 80%) and LinkedIn (71%vs.83%)lessoften,andthey useYouTube(74%vs.61%)moreoften.

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

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B2B enterprise marketers cite brand awareness as their top goal for content marketing.

ORGANIZATIONAL GOALS

Brand awareness is the top goal for B2B enterprise marketers and their B2B peers overall.

B2B enterprise marketers (52%) put more emphasis on lead management/ nurturing than their B2B peers overall (45%) do; however, most of the other goals cited here are similar for both groups.

Organizational Goals for Content Marketing

(B2B Enterprise Companies)

84%73%

69%69%

68%68%

58%52%

45%

Brand Awareness

Lead Generation

Customer Acquisition

Customer Retention/LoyaltyEngagement

Thought Leadership

Website Traffic

SalesLead Management/Nurturing

100 20 30 40 50 60 70 80 90 1002013 B2B Enterprise Content Marketing Trends—North America:

Content Marketing Institute/Marketo

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2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

MEASUREMENT CRITERIA

Like their B2B peers overall (60%), B2Benterprisemarketersmostoften usewebsitetraffictomeasurecontent marketing success.

B2B enterprise marketers most often use website traffic to measure content marketing success.

Measurement Criteria forContent Marketing Success

(B2B Enterprise Companies)64%

51%48%

41%39%

36%34%

33%30%

23%23%

21%15%7%

100 20 30 40 50 60 70 80 90 100

Website Traffic

Sales Lead Quality

Sales Lead Quantity

Direct Sales

Time Spent on Website

Qualitative Feedback from Customers

SEO Ranking

Social Media Sharing

Inbound Links

Benchmark Li� of Company Awareness

Benchmark Li� of Product/Service Awareness

Increased Customer Loyalty

Cross-selling

Cost Savings

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BUDGET

46% of B2B enterprise marketers plan to increase their content marketing budget over the next 12 months.

Fewer B2B enterprise marketers (46%) plan to increase their content marketing budgets, when compared with their B2B peers overall (54%).

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

Content Marketing Spending Among B2B Enterprise Marketers

(Over Next 12 Months)

Decrease6%

40%Increase

6%Significantly

Increase

37%Remain the

Same

Unsure11%

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BUDGET

B2B enterprise marketers who rate theircompaniesasmosteffectiveat content marketing allocate more budget (33%) to content marketing than the average B2B enterprise marketer (24%); those who rate theircompaniesasleasteffective allocate just 16%.

On average, B2B enterprise marketers allocate 24% of their budget to content marketing.

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

Percentage of Marketing Budget Spent on B2B Content Marketing

24%22%

31%42%

0 10 20 30 40 50 60

Enterprise (1,000+ Employees)

Midsize (100-999 Employees)

33%Overall

Small (10-99 Employees)

Micro (Fewer than 10 Employees)

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INSOURCING VS. OUTSOURCING

B2B enterprise marketers (65%) outsource content creation more frequently than their B2B peers overall (43%) do.

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

Insourcing vs. Outsourcing of Content Creation

(B2B Enterprise Companies)

35%0%

65%

0 10 20 30 40 50 60 70

In-House Only

Outsourced Only

Both

65% of B2B enterprise marketers outsource content creation.

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SEGMENTATION

92% of B2B enterprise marketers tailor their content in at least one way, compared with 91% of their B2B peers overall.

How B2B Enterprise MarketersTailor Content

51%50%

57%

0 10 20 30 40 50 60 70 80

Company Characteristics

Personalized Content Preferences

8%None

8%Other

Profile of Individual Decision Makers

19%Stage in the Buying Cycle

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

Nearly all B2B enterprise marketers segment their content.

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CONTENT MARKETING CHALLENGES

B2B enterprise marketers (53%) are less challenged with producing enough content than their B2B peers overall (64%) are; however, they are more challenged in nearly all other areas shown here, especially with lack of integration across marketing (58% vs. 25%).

Producing the kind of content that engages is the top challenge faced by B2B enterprise marketers.

Challenges that B2B Enterprise Content Marketers Face

58%58%

22%

Lack of Integration Across Marketing

Producing the Kind of Content that Engages

48%

38%

42%

Lack of Budget

45%

Finding Trained Content Marketing Professionals

38%

Producing a Variety of Content

100 20 30 40 50 60 70 80 90 100

Producing Enough Content 53%

Lack of Knowledge, Training, and Resources

Inability to Measure Content Effectiveness

Lack of Buy-in/Vision

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

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CONTENT MARKETING CHALLENGES

Producing the kind of content that engages is the biggest challenge for B2B enterprise marketers (20%), whereas producing enough content is the biggest challenge for their B2B peers overall (29%).

Three-times more B2B enterprise marketers (13%) say lack of integration across marketing is their biggest challenge, when compared with their B2B peers overall (4%).

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

Biggest Content Marketing Challengefor B2B Enterprise Marketers

20%17%

3%

Producing Enough Content

Producing the Kind of Content that Engages

12%

6%

8%

Lack of Budget

9%

Finding Trained Content Marketing Professionals

6%

Lack of Buy-in/Vision

100 20 30 40 50 60 70 80 90 100

Lack of Integration Across Marketing 13%

Producing a Variety of Content

Lack of Knowledge, Training, and Resources

Inability to Measure Content Effectiveness

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OVERALL EFFECTIVENESS

B2B enterprise marketers and their B2B peers overall rate their organizations fairly similar in terms ofcontentmarketingeffectiveness.

Just 32% of B2B enterprise marketers believe they are effective at content marketing.

How B2B Enterprise Marketers Rate the Effectiveness of Their Organization’s

Use of Content Marketing

4%28%

51%13%

2%

Very Effective

Not At All Effective

100 20 30 40 50 60 70 80 90 100

54321

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

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OVERALL EFFECTIVENESS

Profile of a best-in-class B2B enterprise marketer.

Comparison of Most Effective B2B Enterprise Content Marketers with Least Effective B2B Enterprise Content Marketers

Percentage of marketing budget allocated to content marketing

Average number of tactics used

Average number of social platforms used

Plan to increase content marketingspend over the next year

Tailor content to profile of decision maker

Challenged with producing engaging content

Challenged with producing enough content

Most Effective Overall/Average Least Effective

33% 24% 16%

17 16 124 4 3

47% 46% 47%

71% 57% 25%

44% 58% 78%

52% 53% 72%

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

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OVERALL EFFECTIVENESS

The most effective B2B enterprise marketers:

Allocate a greater percentage of their marketing budget to content marketing

Use more content marketing tactics

Tailorcontenttospecificprofiles/personasmuchmorefrequently

Are far less challenged with producing engaging content

Profile of a best-in-class B2B enterprise content marketer.

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DEMOGRAPHICS

B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and sponsored by Marketo.

This report is based on the responses of 216 enterprise (1,000+ employees) marketers who were part of a larger business-to-business (B2B) North America (United States and Canada) survey, from which the overall comparisons in this report were drawn (for more information, see B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America). The electronic survey was mailed to a sample of B2B marketers from among subscribers of MarketingProfs and Content Marketing Institute in August 2012. A total of 1,416 B2B marketers from North America responded, representing a full range of industries (advertising/marketing, software, consulting, manufacturing, healthcare, finance, and others), functional areas, and company sizes. Special thanks to MarketingProfs for their participation in the overall B2B comparisons used in this report.

Industry Classification, B2B Enterprise

ManufacturingOther

So�ware Design/Development/Distribution

Healthcare/Medical/Pharmaceutical

Advertising/Marketing

Banking/Accounting/Financial

Computer & Peripheral Equipment

Business Services (Other)

Insurance

Publishing/Media

Telecommunications

16%23%

16%9%

7%6%6%5%

4%4%4%

Size of Company, B2B Enterprise(by Employees)

10,000 or more39%

5,000-9,99915%

1,000-4,99946%

Job Title/Function, B2B Enterprise

Marketing/Advertising/Communications/PR

62%Marketing Administration/Support

9%

Content Creation/Management

9%

GeneralManagement

Other

6%

5%

Sales/Business Management

Corporate Management/Owner

Consulting

4%

2%2%

Sales Administration/Support

2%

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

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About the Content Marketing Institute:The Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event is the largest content marketing-focused event. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Get more content marketing resources at ContentMarketingInstitute.com. CMI is a division of Z Squared Media, a 2012 Inc. 500 company.

About Marketo: Marketing Software. Easy, Powerful, Complete. Marketo®uniquelyprovidesaneasy-to-use,powerful,andcompletemarketingsoftwareplatformthatpropels fast-growing small companies and global enterprises alike. Marketo marketing automation and saleseffectivenesssoftwarestreamlinesmarketingprocesses,deliversmorecampaigns,generatesmorewin-ready leads, and improves sales performance. With proven technology, comprehensive services, and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver. Learn how Marketo’senterprise-readymarketingsoftware helps companies worldwideproveandimprovetheROIoftheirmarketingefforts.Marketo and the Marketo logo are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners.

View additional content marketing research at the CMI website. For more

insights on content marketing in the softwareindustry,registerforthe

Content Marketing World Tech Summit being held September 12, 2013 in Cleveland.