2017 state of b2b content syndication survey report · in q4 2016, salesboxconducted an online...
TRANSCRIPT
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2017 State of B2B Content Syndication Survey Report
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740DemandGenMarketers
82%Managerandabove
86%companiesfromNorthAmerica
InQ42016,SalesBox conductedanonlinesurveyaboutB2BContentSyndicationPrograms.WereachedouttoDemandGenmarketersandquizzedthemonaseriesofquestionsrelatedtoContentSyndicationProgramoutcomesandexpectationsfor2017.
Alookbehindthedatainthisreport
Survey Methodology
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KeyTakeawaysfor2017
Usescontentsyndicationascoreleadgentactic
Useswhitepaperforcontentsyndication
65%
85%
71%
47%
2017ContentSyndicationSurveySummary
Seeinteractivecontentdelivery&personalizationasthedrivingfactorsin2017
Plantoincreasetheirallocationforcontentsyndicationin2017
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Is B2B Content Syndication a core part of Strategy?
Yes
No
Unsure
65%30%5%
KeyInsight#ContentSyndicationiscurrentlyakeypartofmarketingmix
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Generate Leads
Generate Sales
Nurture Leads
Traffic
Customer Engagement
76%
31%
48%
28%
34% 40%
WhatareyourTop6ContentSyndicationGoals?
Brand Advocacy
KeyInsight#PrimarygoalistoGenerate“MarketingQualifiedLeads”
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Whitepaper85%
60%
50%
35%
WhataretheTop4typesofContentbeingused?
Webcast
Infographic
Articles
KeyInsight#Whitepapercontinuestobetheprimarycontentchoice
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Web
Social
3rd PartyPublishers
Top8preferredcontentdistributionchannels
#1
#2
#3
#4
Search
Events
Mobile
Others
#5
#6
#7
#8
KeyInsight#Multichannelapproachtoamplifyyourmessage
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Lead QualityNeedstomatchleadqualificationcriteria
Lead VolumeNeedstogenerateenoughvolumeofLeads
ROIRevenueversuscostperlead
Brand LiftBrandRecallinTargetAccounts
TrafficAdditionalvolumeofvisitstocompanywebsite
Top5contentsyndicationmetricsusedtotrackeffectiveness
#1
#2
#3
#4
#5
KeyInsight#Rightleads+Rightvolume=Success
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InteractiveContentContent suchastestsandquizzes,keepsusershooked
PersonalizedContentContent tailoredtoeachuserpersona
StreamingContentContent streamedovertheinternet
RichMediaContentRichmedialikevideos,games…etc
AIbasedContentContentgeneratedontheflybyintelligentAIbots
#1
#2
#3
#4
#5
Top5emergingcontenttypes
KeyInsight#‘Staticispassé…DynamicisKing’whenitcomestocontent
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01
02
03
04
ResourceConstraint
ContentPersonalization
DynamicIntent/BehaviorbasedContent
BuyingStagebasedContent
Top8challengeswithContentSyndication
05
06
07
08
Cost/Budget
Variety
MeasuringEffectiveness
ContentCreation
KeyInsight#Leverageinhouse+externalexpertisetogettogoal
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Lessthan10%38%
22%
11%
5%
What%ofyourbudgetisallocatedforContentSyndication
10to20%
20to40%
Above40%
KeyInsight#ContentSyndicationisakeytactictoaddMQLleadstopipeline
24% Notyet
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Increase – 47%
Decrease – 8%
Same – 26%
Unsure – 29%
Howdoyouexpectyourbudgettochangein2017?
KeyInsight#Budgetallocationssettorisefor2017
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ExpertAlreadyexecutingawellcraftedcontentsyndicationstrategyandreapingrichdividends
ProUnderstandcontentsyndicationbutlooking toamplifyreachbyaddingadditionalchannels
BeginnerJuststartedaligningcontentstrategywithourmarketinggoalsandplanningto launchshortly
CuriousLooks interestingbutassessingfitfortheircompany&marketinggoals
SkepticDoesn’tbelieveitaddsmuchvaluetotheirdemandgenobjectives
13%
15%
28%
32%
12%
Whichofthefollowingholdstrueforyourorganization
KeyInsight#Adoptionrateexpectedtorisein2017&beyond
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KeyRecommendationsfor2017
AmplifyyourReachLeverage thepowerofyourorganization’sfullnetworkbyusingyourwebsite,socialchannels,contentsyndicationvendors/publishersaspartofaneffective contentsyndicationstrategy
LeadQualityEnsurehighqualityofleadsbyconstantlymonitoringallleadsources
#1
#2
#3
SalesBoxContentSyndicationRecommendationsfor2017
LeadProgression/VelocityMonitortheprogression&velocityofleadsthroughyourfunnelonanongoingbasisandrefineleadnurturingprocess.
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SalesBox helps enterprises to accelerate sales tractionthrough our award winning AI powered lead generationtechnology and services. Our fully managed lead generationprogram has been specifically designed to help technologyfirms and agency partners maximize reach and generateleads all along the sales funnel
If you’re interested in improving your sales pipeline and/orwant to know about our B2B audience discovery engine, dowrite to us at [email protected] or call us at415.361.4080. Learnmore at salesboxinc.com
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