Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion Research Findings

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Uncover the B2B MarketingTrends That Matter

Matt HeinzPresident, Heinz Marketing@heinzmarketing

Hana AbazaHead of Strategy, Uberflip@hanaabaza


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• Content is more important than ever for B2B marketers, based on ongoing/future investment + impact on buyers, customers & prospects

• Content that works moving forward must be engaging, customized and action-oriented

• There is a direct correlation between good content and revenue results

Headline(last slide first!)


• 400+ B2B respondents

• Content creators AND consumers

• We studied impact of content on

engagement AND business metrics

• Here’s what we learned….

The Uberflip / Heinz Marketing

Content MarketingEffectiveness Study


Content marketing’s

positive impact on company

success

Question: Generally speaking, is your company encouraged by the success it is achieving in 2016?

• Over 72% of all survey respondents from companies utilizing content marketing reported being encouraged by their company’s business success in 2016.

• Respondents from companies that were increasing their level of investment in content marketing and the quantity of content marketing over the past 12 – 18 months reported being significantly more encouraged by their company’s success than companies that did not increase either the quantity and/or level of investment in content marketing.

Encouraged by 2016 success

Total(209)

Seeing revenue growth(162)

Not seeing

revenue growth

(34)

Increasing quantity of

content marketing

(126)

Not increasing quantity of

content marketing

(72)

Increasing content

marketing investment

(133)

Not increasing

content marketing

investment (69)

Yes 72.7% 80.9% 44.9% 81.7% 59.7 82.0% 58.0%No 20.1 13.6 50.0 20.1 31.9 15.0 30.4

Don’t Know

7.2 5.6 5.9 4.8 8.3 3.0 11.6


Question: Please rate the current importance that each of the following content marketing elements are having on your company’s lead generation efforts on a scale of 1 - 7?

• Over 76% of respondents believed it was very important for content marketing to be engaging.

• Nearly 60% believed it was very important for content marketing to drive action.

• Nearly 50% believed it was very important for content marketing to be customized.

Key content marketing elements

Total% 6,7(209)

< $1MAnnual Revenue

(48)

$1M – $10MAnnual

Revenue(56)

$11M - $50MAnnual

Revenue(31)

$51M +(34)

Content is engaging

76.5%

79.2% 75.0% 77.4% 70.6%

Content drives action

59.8 54.2 59.0 51.7 61.8

Content is customized

48.3 43.8 46.4 54.8 55.9

Reported importance of content marketing elements


Importance/Performance gap analysis

• All three content marketing elements assessed produced “negative” performance gaps, meaning that respondents did not believe that any area was performing to the level of its importance.

• The most significant importance/performance gap was “developing engaging content”. Any moving forward improvement efforts should first focus on addressing this gap area.

Key content marketing elements

Importance Score

Performance Score

Performance Gap

Content is engaging 76.5 54.0 -22.5Content drives action 59.8 46.4 -13.4Content is customized 48.3 34.5 -13.8


Current Content

Marketingis not

engaging

Question: What percentage of all companies you receive content marketing from are effectively engaging you with their content marketing?

• Nearly 75% of respondents reported that less than half of all the content marketing they received from companies was effectively engaging them.

% of content marketing that is

engaging

Total(209)

Accessing more content

(126)

Accessing same or less amount

of content(72)

76 – 100% 2.4% 3.2% 1.4%51 – 75% 15.8 15.1 19.426 – 50% 31.6 36.5 25.00 – 25% 42.1 41.3 44.4


Receiving engaging content

marketing is most

important to people

receiving content

marketing Question: Please rate how important each of the following elements of content marketing are to you on a scale of 1 – 7, with seven meaning very important and one meaning not important at all.

• Receiving content marketing that is engaging was identified as the most important element of effective content marketing, with over 75% of respondents reporting that receiving engaging content marketing was very important to them.

Level of importance(1 – 7 scale)

Content is engaging

Content drives action

Content is customized

% 6 or 7 76.5% 59.8% 48.3%% 4 or 5 16.8 28.7 34.0% 1,2,3 3.9 8.5 13.8


COMPANIES UTILIZING CONTENT

MARKETING REPORT

STRONGER REVENUE GROWTH.

Question: Has your company experienced revenue growth over the past two years?Question: Has your company increased your investment in content marketing?

• Over 85% of respondents who reported that their company had increased the quantity of content marketing reported experiencing revenue growth in the past two years. Only 68% of respondents from companies that did not increase the quantity of content marketing in the past two years experienced revenue growth.

• Over 86% of respondents reporting that their company had increased investment in content marketing reported experiencing revenue growth in the past two years. Only 65% of respondents from companies that did not increase content marketing investment experienced revenue growth.

Have experienced

revenue growth in past

two years

Total(209)

Quantity of content

marketing increasing

(126)

Quantity of content

marketing is staying same or decreasing

(72)

Investment in content

marketing is increasing

(133)

Investment in content

marketing is staying the

same or decreasing

(69)Yes 77.5% 85.7% 68.1% 86.5% 65.2%No 16.3 11.1 25.0 10.5 27.5



positive impact sales

revenue growth

Question: Is your company seeing sales revenue growth as a result of its increased investment in content marketing?

• Nearly 55% of respondents reported that their companies were seeing sales revenue growth as a result of increased investment in content marketing.

Company is seeing revenue

growth

Total(133)

< $1MAnnual Revenue

(30)

$1M – $10MAnnual

Revenue(31)

$11M - $50M

Annual Revenue

(25)

$51M +Annual

Revenue (24)

Yes 54.9%

46.7% 64.5% 64.0% 45.8%

No 14.3 26.7 25.8 - 12.5Don’t know 30.8 26.7 9.7 36.0 41.7



positive impact on the

growth of leads &

prospectsQuestion: Is your company seeing growth in the number of leads and prospects as a result of its increased

investment in content marketing?

• Over 70% of respondents reported seeing an increase in the number of leads and prospects as a result of increased investment in content marketing.

Is content marketing

increasing leads and prospects?

Total(169)

< $1MAnnual Revenue

(48)

$1M – $10MAnnual

Revenue(56)

$11M - $50M

Annual Revenue

(31)

$51M +Annual

Revenue (34)

Yes 72.2%

70.0% 77.4% 80.0% 70.8%

No 9.8 23.3 12.9 4.0 4.2Don’t know 18.0 6.7 9.7 16.0 25.0


Reducing content

marketing investment negatively

impacts sales

revenueQuestion: Is your company seeing a decrease in sales revenue as a result of its decreasing level of

investment in content marketing?

• Nearly 30% of respondents reported seeing a decrease in sales revenue as a result of reduced company investment in content marketing.

Are you seeing a decrease in

sales revenue

Total(18)

< $1MAnnual Revenue

(3)

$1M – $10MAnnual

Revenue(9)

$11M - $50MAnnual

Revenue(2)

$51M +(2)

Yes 27.8%

66.7% 22.2% 50.0% -

No 50.0 33.3 44.4 50.0 50.0Don’t know 22.2 - 33.3 - 50.0


What does it mean?!


QUESTION TIME!

hub.uberflip.com

Matt HeinzPresident, Heinz Marketing

@heinzmarketing

Hana AbazaHead of Strategy, Uberflip

@hanaabaza

Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion Research Findings

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Transcript of Uncover the B2B Marketing Trends That Matter: Content Engagement & Conversion Research Findings