B2B Lead Generation Archives - Page 4 of 4

Now Available: The 2014 Benchmark Report on B2B Content Marketing and Lead Generation

To what extent are B2B companies outsourcing content creation or licensing third-party content assets? How are they utilizing these assets? How much are they spending? How are they measuring performance? Are their investments paying off? What are the challenges? Who is furthest down the path? The research findings and analysis that are featured in The …

Now Available: The 2014 Benchmark Report on B2B Content Marketing and Lead Generation Read More »

Survey for The 2014 Benchmark Report on B2B Content Marketing

While there is no shortage of good research out there on B2B content marketing (and we have highlighted some of it previously in this blog), we decided that it was time to conduct our own research study. That is a lot of what we do, after all, for our Smart Decision Guides – and survey-based …

Survey for The 2014 Benchmark Report on B2B Content Marketing Read More »

Why “Unbiased,” “Impartial” and “Objective” Matter in B2B Content Marketing

Companies have always had limited credibility when it comes to hawking their own wares. Even branded content that would appear to be informational and educational in nature will likely be assumed to have a hidden agenda. It’s a different story, however, when the messages and content are coming from independent third-party sources. That is certainly …

Why “Unbiased,” “Impartial” and “Objective” Matter in B2B Content Marketing Read More »

Manufacturers Jump on the Content Marketing Bandwagon

When it comes to B2B content marketing for demand generation purposes, enterprise software companies have always been ahead of the curve. We should know. After all, members of our team have managed highly successful content marketing programs on behalf of hundreds of leading software providers. Recognizing the growing effectiveness of precision marketing using content marketing and …

Manufacturers Jump on the Content Marketing Bandwagon Read More »

Calculating the ROI on B2B Content Marketing

“If you can’t measure it, you can’t manage it,” the management guru Peter Drucker famously observed. Much has been written about the need to measure the ROI on content marketing. The challenge of doing so can be significant, however, particularly in the world of B2B. One problem is that content marketing campaigns can take many …

Calculating the ROI on B2B Content Marketing Read More »

How “Vendor-Neutral” Content Influences B2B Purchase Decisions

A new benchmark report, The 2014 B2B Buyer Landscape, came out this week. The report focuses, in part, on how content assets like eBooks, white papers and infographics influence buyers’ purchase decisions. Not surprisingly, the vast majority (82%) of senior executives who took the survey that served as the basis for the research said that …

How “Vendor-Neutral” Content Influences B2B Purchase Decisions Read More »