Skip to content

North American Business-to-Business (B2B) Enterprise Marketers Use More Content Marketing Tactics Overall than their B2B Peers

Enterprise marketers outsource content creation more frequently, are more challenged withintegration across marketing

CLEVELAND, April 16, 2013 /PRNewswire/ — A new report from the Content Marketing Institute (CMI), sponsored by Marketo, shows that North American business-to-business (B2B) enterprise marketers (1,000+ employees) – when compared with their B2B peers overall – use more content marketing tactics, outsource content creation more frequently, and are more challenged with integration across marketing.

Those are among the key findings in B2B Enterprise Content Marketing: 2013 Benchmarks, Budget, and Trends – North America. The report shows that North American B2B enterprise marketers:

  • Use an average of 16 content marketing tactics, whereas their B2B peers overall use an average of 14.
  • Outsource content creation more frequently (65 percent) than their B2B peers overall (43 percent) do.
  • Allocate 24 percent of their total budget to content marketing. Their B2B peers overall allocate 33 percent. Forty-six percent of B2B enterprise marketers (compared with 54 percent of their B2B peers overall) will increase this amount over the next 12 months.
  • Use an average of four social media platforms, whereas their B2B peers overall use five. B2B enterprise marketers use Facebook (80 percent) as often as their B2B peers overall do; however, they use YouTube (74 percent vs. 61 percent) more often, and Twitter (76 percent vs. 80 percent) and LinkedIn (71 percent vs. 83 percent) less often.

“B2B enterprise marketers face many of the same challenges that their B2B peers face overall,” says Joe Pulizzi , founder of Content Marketing Institute and co-author of Managing Content Marketing“However, their biggest challenge is producing the kind of content that engages, whereas their B2B peers’ biggest challenge is producing enough content. B2B enterprise marketers also are three-times more challenged with integrating content marketing across their organizations than their B2B peers overall are.”

B2B Enterprise Content Marketing: 2013 Benchmarks, Budget, and Trends – North America, produced by Content Marketing Institute (CMI) and sponsored by Marketo, reports the responses of 216 business-to-business (B2B) enterprise marketers (1,000+ employees) who were part of a larger, August 2012 survey of 1,416 North American B2B marketers representing diverse industries and a range of company sizes. The enterprise report can be found here. Additional CMI research can be found here.

About the Content Marketing Institute

The Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event is the largest content marketing-focused event; it is produced in Australia (March 2013) and North America(September 2013). CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Get more content marketing resources CMI is a division of Z Squared Media, a 2012 Inc. 500 company.

About Marketo:

Marketo® uniquely provides an easy-to-use, powerful and complete marketing software platform that propels fast-growing small companies and global enterprises alike. Marketo marketing automation and sales effectiveness software streamlines marketing processes, delivers more campaigns, generates more win-ready leads, and improves sales performance. With proven technology, comprehensive services and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver. Learn how Marketo’s enterprise-ready marketing software helps companies worldwide prove and improve the ROI of their marketing efforts.


SOURCE Content Marketing Institute