By Joe Pulizzi published March 25, 2015

Research: Technology Marketers Align Around Lead Gen

Technology-research-CoverOf all the segments of content marketers we’ve studied over the last year, technology marketers are the most focused on lead generation as a goal for content marketing. While tech marketers were the group most focused on lead generation last year as well, the percentage has increased from 86% in 2014 to 91% this year.

It’s also notable that the tech marketers are shifting away a bit from brand awareness (which does not generate leads) as a primary goal, and more toward getting measurable results (using leads as one measure).

Those are some of the key insights from our new report, B2B Technology Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America sponsored by International Data Group (IDG). Here are some additional findings.

Metrics align with goals

Like their B2B peers overall, technology marketers continue to cite website traffic as their top metric. However, technology marketers are much more focused than their B2B peers are on sales and lead-related metrics: sales lead quality (62% vs. 49%), higher conversion rates (61% vs. 48%), and sales lead quantity (54% vs. 40%).

LEARN MORE: 8 Metrics to Conquer a Content Marketer’s Fear of Measurement


Content marketing is often situated under the demand gen umbrella

When compared with their B2B peers overall, technology marketers are more likely to report to demand gen marketing (32% vs. 18%) and product marketing (23% vs. 19%) departments. Enterprise technology marketers (1,000+ employees) are most likely to report to product marketing (27%).

LEARN MORE: Make Your Demand Generation More Effective with These 3 Processes


A documented content marketing strategy improves ability to track ROI

Of the total sample of technology marketers surveyed, 24% said their organizations are successful at tracking the ROI of their content marketing program (compared with 21% of B2B marketers overall). Confidence rises, however, when the technology marketer has a documented content marketing strategy (40% of those who have one say they are successful).

LEARN MORE: The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer


73% are working to create more engaging content

Out of a list of 28 initiatives, the highest percentage of technology marketers (73%) said they are working to create more engaging content, which is also their biggest challenge (63%).

Other priorities for technology marketers include:

  • Doing better at converting website visitors (71%)
  • Better understanding of audience (69%)
  • Finding more/better ways to repurpose content (66%)

LEARN MORE: Discover which internal processes, content marketing strategies, and execution tactics marketers are prioritizing.

Get all the results

Download the entire report today to learn more, including:

  • How do technology marketers budget for content marketing?
  • Which tactics, social media platforms, and paid promotion methods do they use? Which of those are most effective?
  • How often do they publish new content?
  • How many audiences do they target?

Do you think technology marketers are growing in their sophistication with aligning metrics and goals, challenges and initiatives, and other areas of content marketing? Are they improving with measurement? What questions do you have? Let us know in the comments.

Want to learn more about the tactics your industry peers are turning to for more effective content marketing creation and delivery? Read our eBook, Building the Perfect Content Marketing Mix: Execution Tactics

Cover image by Joseph Kalinowski/Content Marketing Institute

Author: Joe Pulizzi

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s the author of five books, including his latest, Killing Marketing. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange. Follow him on Twitter @JoePulizzi.

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  • Andy Nathan


    Awesome information!

    I love the fact that technology companies are leading the way by example. Content marketing is so much more than just writing. It is about writing great content to generate business.

    The best way to generate business for tech (and most service companies while we are it) is through lead generation.

    The truth is, if you do not get results eventually from content marketing, you would stop. The fact that 91% of tech is focused on inbound lead generation is incredible.

    I found it interesting in your Slideshare presentation how 34% of content marketers feel their efforts are successful, and 33% have a documented content marketing plan. That can not be a coincidence.

    Thanks again for the great information!

  • Doug Kessler

    Another argument (if anyone still needs one) for a documented content marketing strategy. I’m still surprised how few B2B tech companies have one!

    • Jayme Jenkins

      Me too, Doug. What are your thoughts on why? I know I’ve had a difficult time getting some team members to create a documented strategy.

      • Doug Kessler

        I think it’s two things: people actually don’t know what one is. And they think it’s a big, scary, ‘strategic’ thing to do. I try to get people to think of just answering a few simple questions (goals, target audience, sweet spot, etc) and capture the answers on a single page. It’s not a comprehensive strategy but it’s more than a start.

        • Jayme Jenkins

          That makes a lot of sense. A one-page plan will be much easier to create and digest. It’s why I’ve always despised business plans. Who ever looks at it again?

      • Lisa Dougherty

        To add on to what Doug said, this post may help you: Simplify Your Content Marketing Strategy with a One-Page Plan —

        • Jayme Jenkins

          Thank you for this resource, Lisa! I’ve simplified my plans compared to others, but a one-page plan will be something to strive for.

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  • James

    This research highlights the important factors of content marketing. iPhone app developer make many applications which is effective for content marketing.