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Research: Technology Marketers Align Around Lead Gen

Editor’s note: We’ve updated our annual study of content marketing at technology companies for 2024.

Of 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.