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@uberflip#uberwebinar
Uncover the B2B MarketingTrends That Matter
Matt HeinzPresident, Heinz Marketing@heinzmarketing
Hana AbazaHead of Strategy, Uberflip@hanaabaza
@uberflip#uberwebinar
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers! (At the end of the webinar )
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Stick Around For a Demo
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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!)
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• 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
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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
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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
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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
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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
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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
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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
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Content marketing’s
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
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Content marketing’s
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
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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
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What does it mean?!
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QUESTION TIME!
hub.uberflip.com
Matt HeinzPresident, Heinz Marketing
@heinzmarketing
Hana AbazaHead of Strategy, Uberflip
@hanaabaza