Baltimore, Md.—Lead generation is the most common content marketing goal for b-to-b tech marketers, cited by 71% of respondents to a survey by Holger Schulze, group owner of the 50,000-member B2B Technology Marketing Community on LinkedIn.
The finding was published online in the “B2B Content Marketing Trends 2013 Report,” based on an online survey of 815 LinkedIn group members conducted in June. Thought leadership and marketing education (50%) and customer acquisition (45%) were also cited as major content marketing goals.
The survey also found that customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of b-to-b marketers. Almost one-quarter of the respondents (24.5%) reported they do not outsource any of their content marketing.
The top metrics used by b-to-b marketers to measure the success of content marketing are Web traffic and views & downloads, tied at 63%. The next most popular metric is sales opportunities (51%).
Marketing automation is used by 37% of b-to-b marketers to generate leads and by 36% to nurture leads. Thirty-nine percent of survey respondents said they do not use marketing automation at all.