Before going on maternity leave, I was encouraged to write an article on marketing and maternity. Although quite interesting, I thought that the topic wasn’t appropriate or consistent with Exo Marketing’s blog. So I decided to comment on another graph from a study conducted by the organization “Marketing Profs Research” in May 2011 and presented in the previous blog posts: Utilization of Content Strategy in B2B Marketing and Content Marketing Tactics by Company Size.
In this study, 1124 B2B marketing professionals from American companies, both small (less than 10 employees) and large (1000 and more) completed the questionnaire online. Presented below on a graph from the study is a concise analysis of the main tactics used in content marketing. In all there were 985 participants from the United States.
First of all, according to Wikipedia1, “content marketing” is used to acquire leads and conserve client loyalty through content published on the web.
The graph above demonstrates that the tactics used the most to attract leads and prospects are:
- Social networks according to most participants (79%);
- For 78% of B2B companies that participated in the study, the publication of articles is a tactic used quite frequently;
- Presentations at events or business meetings (62%) and newsletters (61%) are used by two-thirds of participants;
- Case studies (55%) and blogs (51%) were used by a little more than the majority of B2B companies;
- White papers (43%), webinars (42%), magazines (42%) and videos (41%) are used by less than half of study participants;
- 30% of participants use microsites and 23% use research reports.
At Exo, we use most of these techniques and much more, which helps our clients get many leads. In my next blog post, I will discuss the tactics used in B2B in Quebec.
What kind of tactics do you use to generate leads in B2B?
