eMarketer found B2B marketers often turn to content marketing for lead generation and prospect nurture throughout the lengthy sales process.
Findings from BtoB Magazine displayed content marketing objectives commonly pursued by US B2B marketing professionals: Sales and customer acquisition were each cited by 29% of respondents. Customer retention and loyalty were also important content marketing goals for about a quarter (26%) of marketers.
Though engagement as a campaign end goal was only cited by 20% of respondents, as a tactic, it was vital for content marketing success. BtoB Magazine found that more than half (56%) of US B2B marketers used content marketing to foster greater audience engagement—necessary for drawing leads and generating greater brand awareness.
Read more details on this study at emarketer.