2013 benchmarks budgets and trends– ebriks infotech

7/30/2019 2013 Benchmarks Budgets and Trends EBriks Infotech

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B2B Cott Mt:2013 Bnchmaks, Bugts, an TnsNth Amica

SpoNSored By
http://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/


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Overview: The STaTe Of B2B COnTenT MarkeTing in nOrTh aMeriCaMore. If one word could describe content marketing at the end of 2012, that would be it. According to the latest ndings

fm th Cntnt Makting Institut an Maktingpfs, B2B makts a sning m, using m tactics, an

istibuting thi cntnt n m scial ntwks than th hav in as ast. Unftunatl, th is als m unctaint.

B2B marketers are more uncertain whether they are using various content marketing tactics eectively.

on avag, B2B makts a sning 33% f thi makting bugts n cntnt makting, which is u fm

26% last a. 54% lan n incasing cntnt makting sning nxt a.

All cntnt tactics a bing us m fquntl, with sach ts, vis, an mbil cntnt sing thlagst incass.

on avag, B2B makts a using 5 scial istibutin channls, th mst ula bing LinkIn (Twitt was thmst ula th vius 2 as).

This year, B2B marketers are most challenged with producing enough content, which is dierent from years past, when the top

challng was ucing ngaging cntnt.

W alau u f ing m an ting nw tactics, althugh w must sa w a tt su that thwing m cntnt

at custms is nt th answ. But its all at f th gss w a making as w vlv fm makting atmnts int

what a stating t lk lik B2B ublishing atmnts.

On with the content marketing revolution...

a hdlyChief Content Oicer

Maktingpfs

Jo PulzzFun & excutiv dict

Cntnt Makting Institut
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/


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Percentage of B2B RespondentsUsing Content Marketing

91%use contentmarketing

9%do notuse contentmarketing

2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs

91% of B2B marketers use content marketing.
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/


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B2B marketers use an average of 12 contentmarketing tactics.

In gnal, th lag th cman,th m tactics us. Cmaniswith 10,000 m mls usan avag f 18 tactics, whil thsmallst cmanis us an avagf 11.

Average Number of TacticsB2B Marketers Use

11%

14%

19%

28%

0 10 20 30 40

7%

20+ Tactics

16-19 Tactics

13-15 Tactics

20%10-12 Tactics

5-9 Tactics

1-4 Tactics Average: 12

http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/


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B2B Content Marketing Usage

(by Tactic)

0

20

40

60

80

100

SocialMedia

Other

thanBlogs

ArticlesonYourWebsite

eNewsletters

Blogs

CaseStudies

Videos

ArticlesonOtherWe

bsites

In-personEvents

WhitePapers

Webinars/Webcasts

ResearchReports

Microsites

Infographics

BrandedContentTools

MobileContent

eBooks

PrintMagazines

Books

VirtualConferences

Podcasts

MobileApps

DigitalMagazines

PrintNewsletters

AnnualReports

Licensed/Syndicated

Content

Games/Gamification

87%

83%

77%78%

70%70%69%

61%59%

44%

40%38%38%

33%32%31%

29%28%27%

26%

26%25%24%

20%

11%

71%

Scial mia is nw th mst ulacntnt makting tactic, knckingaticls ut f th numb n st.

Th us f all tactics has isn acssth ba, with n xctin: pintmagazin us has sta th sam at 31%.



6/23

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Th biggst jums in tactics havbn in th us f:

rsach rts

Vis

Mbil Cntnt

Vitual Cnfncs


The use of certain B2B content marketing tacticshas risen greatly.


7/237

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Confidence GapEffectiveness Ratings of Tactics Among B2B Users

67% 33%

36%

39%

41%

42%

42%

43%

43%

45%

47%

50%

50%

64%

61%

59%

58%

58%

57%

57%

55%

53%

50%

50%

Believe Its Effective Believe Its 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

Webinars/Webcasts

Blogs

Videos

eNewsletters

Research Reports

White Papers

eBooks

Microsites

Articles on Your Website

Articles on Other Websites

B2B makts cntinu t at in-snevents as the most eective tactic they use.

Cas stuis hav inch slightl astwebinars/webcasts in terms of eectiveness,whil blgs hav inch slightl astvis.

Scial mia just miss th list f ttactics in terms of eectiveness, with 49%rating it eective or very eective.


COnTenT MarkeTing TaCTiC effeCTiveneSS


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Percentage of B2B Marketers UsingSocial Media to Distribute Content

2012 2011

0 10 20 30 40 50 60 70 80 90

87%

74%

More B2B marketers are using social media todistribute content.



9/239

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0 20 40 60 80 100

83%71%

74%

70%

56%

13%

20%

10%

80%

80%

61%

39%

26%N/A

N/A

N/A

N/A

N/A

N/A

N/A

12%

23%

10%

10%

8%

7%

7%

6%

LinkedIn

Twitter

Facebook

YouTube

Google+

Pinterest

SlideShare

Vimeo

Flickr

StumbleUpon

Foursquare

Instagram

Tumblr

Quora

B2B

2012 2011

B2B makts us an avag f 5 scialmia sits t istibut cntnt.

LinkIn has bum Twitt ut fth t st as th sit B2B makts us

mst t istibut cntnt.

pintst is bing us b m than25% f B2B makts.



10/23

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Organizational Goals forB2B Content Marketing

79%

74%

71%

64%

64%

63%

60%

45%

43%

Brand Awareness

Customer Acquisition

Lead Generation

Customer Retention/Loyalty

Thought Leadership

Engagement

Website Traffic

Sales

Lead Management/Nurturing

100 20 30 40 50 60 70 80 90 100

Ban awanss, custm acquisitin,

an la gnatin main th tB2B cntnt makting gals.

Cma with last a, m B2B maktsa using cntnt makting t achiv all fths gals, with n xctin: Slightl fwa using cntnt makting t gnat sals.

More B2B marketers are using content marketingto achieve organizational goals.



11/23


12/23

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B2B Content Marketing Spending(Over Next 12 Months)

9%

45%

SignificantlyIncrease

Decrease

34%

Remain theSame

2%

Unsure10%

Increase

More than half of B2B marketers plan to increase theircontent marketing budget over the next 12 months.

54% f B2B makts sa th will incasthi cntnt makting sning.



13/23

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Total Marketing Budget Spenton B2B Content Marketing

42%

34%

26%

23%

20%

31%

2012

2011

22%

24%

0 10 20 30 40 50 60

Micro (Fewer Than 10 Employees)

Small (10-99 Employees)

26%

33%Overall

Midsize (100-999 Employees)

Large (1000+ Employees)

Th avag amunt f makting bugtsnt n B2B cntnt makting is 33%,u fm 26% in 2011.

Mst cmanis a sning m nB2B cntnt makting, with th xctin

f misiz cmanis, which a sningslightl lss.


33% of B2B marketing budgets are now allocatedto content marketing.


14/23

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Insourcing vs. Outsourcingof B2B Content Creation

56%

38%

4%

58%

1%

2012

2011

43%

0 10 20 30 40 50 60 70

In-House Only

Outsourced Only

Both

More companies are creating B2B marketing

content in-house.

B2B makts still us a cmbinatin finsucing an utsucing t cat cntnt,but th a utsucing it lss fquntl.

Th numb f B2B makts catingcntnt in-hus has isn b 18 cntagints.



15/23

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Percentage of Companies thatOutsource B2B Content Creation

33%

53%

60%

62%

74%

42%

2012

2011

53%

65%

0 10 20 30 40 50 60 70 80

Micro (Fewer Than 10 Employees)

Small (10-99 Employees)

58%

44%Average

Midsize (100-999 Employees)

Large (1000+ Employees)

Th lag th cman, th m liklit is t utsuc cntnt catin;nvthlss, vn amng lagcmanis, fw a utsucing.


On average, 44% of companies outsource

B2B content creation.


16/23

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How B2B Organizations Tailor Content

59%

57%

51%

39%

12%

52%

20122011

42%

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

Company Characteristics

8%None

Stage in the Buying Cycle

N/A

23%Personalized Content Preferences

Nearly all B2B marketers segment their content.

91% of B2B content marketerstail thi cntnt in at last nwa, cma with 88% last a.



17/23

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Challenges thatB2B Content Marketers Face

64%

52%

14%

Producing Enough Content

Producing the Kind of Content that Engages

39%Lack of Budget

22%Lack of Buy-in/Vision

26%Lack of Knowledge, Training, and Resources

45%Producing a Variety of Content

33%Inability to Measure Content Effectiveness

Finding Trained Content Marketing Professionals

25%Lack of Integration Across Marketing

100 20 30 40 50 60 70 80 90 100

Producing enough content is now the #1 challenge

faced by B2B content marketers.

64% f B2B cntnt makts sath a challng with ucingnugh cntnt.



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Biggest B2BContent Marketing Challenge

29%

20%

41%

18%

12%

18%

2012 2011

14%

7%

0 10 20 30 40 50 60

Producing Enough Content

Producing the Kind of Content that Engages

N/A

N/A

6%Lack of Knowledge, Training, and Resources

Lack of Budget

Lack of Buy-in/Vision

7%5%Producing a Variety of Content

5%Inability to Measure Content Effectiveness

N/A

4%Lack of Integration Across Marketing

N/A

2%Finding Trained Content Marketing Professionals

Producing enough content has surpassedproducing the kind of content that engagesas th t challng fac.

pucing cntnt that ngags is still a

challng; hwv, th numb fmakts wh sai it was thi biggestchallng cas b 23 cntag ints.

M high-us a buing int cntntmakting, an lack f bugt is nt as muchf a challng as it was last a.



19/23

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How B2B Marketers Rate theEffectiveness of Their Organizations

Use of Content Marketing

6%

30%

45%

15%

2%

Very Effective

Not At All Effective

100 20 30 40 50 60 70 80 90 100

5

4

3

2

1

Just 36% of B2B marketers believe they are eective

at content marketing.

Last a, 40% f B2B maktsidentied their content marketingas Eective or Very Eective(dened as an answer of 4 or 5 on ascal f 1 t 5).



20/23

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Prole of a best-in-class B2B content marketer.

Comparison of Most Effective B2B Content Marketerswith Least Effective B2B Content Marketers

Percentage of marketing budgetallocated to content marketing

Average number of tactics used

Average number ofsocial platforms used

Percentage that plans to increasecontent marketing spend next year

Tailor content to profile of

decision makerChallenged with producingengaging content

Challenged with lack of buy-in/visionfrom higher-ups

Most Effective Overall/Average Least Effective

46% 33% 16%

14 12 8

6 5 3

54% 54% 53%

71% 59% 41%

39% 52% 70%

12% 22% 14%



21/23

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Prole of a best-in-class B2B content marketer.

The most efective B2B content marketers:

Sn a high cntag f thi makting bugt n cntnt makting (nt,hwv, that slightl v half f B2B makts acss all gus lan t incascntnt makting sn nxt a)

Us m tactics an istibut cntnt n m scial ntwks

Tailor content to specic proles/personas much more frequently

A fa lss challng in tms f ucing ngaging cntnt

A lss challng b lack f bu-in/visin fm high-us


22/23

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B2B Content Marketing: 2013 Benchmarks, Budgets, and TrendsNorth Americawas uc b

Cntnt Makting Institut an Maktingpfs an sns b Bightcv. Th suv was mail

lctnicall t a saml f B2B makts fm amng mmbs an subscibs f Maktingpfs

an Cntnt Makting Institut. A ttal f 1,416 sn fm Nth Amican cmanis in August

2012, snting a full ang f inustis, functinal aas, an cman sizs.

B2B Industry Classification

Advertising/Marketing

25%

Other

22%

Consulting

Soware

Manufacturing

Internet/OnlineServices

Publishing/Media

12%

12%

6%

6%5%

5%

4%

3%

Business

Services (Other)

Healthcare/Medical/Pharmaceutical

Banking/Accounting/Financial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

39%

Small(10-99 Employees)

28%

Midsize(100-999

Employees)

Large(1000+ Employees)

17%

5%

B2B Job Title/Function

Advertising/MarketingCommunications/PR

37%

CorporateManagement/Owner

ContentCreation/Management

31%

7%

Other3%

Marketing

Administration/Support

6%

SalesAdministration/

Support

1%

Website/TechnologyProgrammer

1%

6%

5%

Consultant

Sales/BusinessManagement

5%

GeneralManagement


23/23

23SponSored by

About Content Marketing Institute:

Cntnt Makting Institut (CMI) is th laing glbal cntnt makting ucatin an taining ganizatin.CMI tachs ntis bans hw t attact an tain custms thugh cmlling, multi-channlsttlling. CMIs Cntnt Makting Wl vnt is th lagst cntnt makting-fcus vnt. CMI

als ucs th quatl magazin Chief Content Oicer, an vis statgic cnsulting an cntntmakting sach f sm f th bst-knwn bans in th wl. Gt m cntnt makting sucs atCntntMaktingInstitut.cm . CMI is a ivisin f Z Squa Mia, a 2012 Inc. 500 cman.

About MarketingProfs:

Maktingpfs is a professional development resource that oers actionable know-how designed to makeu a smat makt. M than 423,000 Maktingpfs subscibs l n us t sta u-t-at n thmst imtant tns in maktingfm scial mia an cntnt makting t la gnatin an mailmakting. Maktingpfs livs nhanc fssinal vlmnt taining via nlin sminas ansht wbcasts, in-th hw-t ts, sach, intactiv lanning tls, nlin cuss, an in-snvnts. Subscib t u actinabl ail nwsltt at Maktingpfs.cm.

About Brightcove:

Bightcv Inc. (NASDAQ: BCOV), a leading global provider of cloud content services, oers a family ofucts us t ublish an istibut th wls fssinal igital mia. Th cmans ucts

inclu Vi Clu, th makt-laing nlin vi latfm, A Clu, a ining cntnt a latfm,an Znc, a laing clu-bas mia cssing svic an HTML5 vi la tchnlg vi.Bightcv has m than 4,650 custms in v 50 cuntis that l n Bightcv clu cntnt svicst buil an at mia xincs acss pCs, smathns, tablts, an cnnct TVs. F minfmatin, visithtt://www.bightcv.cm.
http://www.brightcove.com/http://contentmarketinginstitute.com/http://contentmarketingworld.com/http://www.contentmarketinginstitute.com/chief-content-officer/http://contentmarketinginstitute.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/http://www.brightcove.com/http://www.brightcove.com/http://www.brightcove.com/http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.marketingprofs.com/?adref=cm2013reporthttp://contentmarketinginstitute.com/http://www.contentmarketinginstitute.com/chief-content-officer/http://contentmarketingworld.com/http://contentmarketinginstitute.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/

2013 benchmarks budgets and trends– ebriks infotech

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