What motivates B2B technology companies to create new content? Do motivations differ depending on the type and size of the company?
To find out 10x questioned 450 marketing leaders working for B2B or B2B-B2C hybrid technology companies in Canada, France, Germany, the United Kingdom and the United States.
Respondents say The key drivers of new content are insights from analytics, requests from PR and field reps, requests from sales teams, content calendars, and intent data.
Compared to hybrid B2B-B2C technology companies, pure B2B technology companies rely more on content calendars to drive new content. B2B-B2C hybrid companies are more likely to rely on sales teams, PR and field staff, analytics and monitoring software to generate new content.
The researchers found that content triggers vary significantly depending on company size. For example, content calendars, sales teams, and PR and field staff are much more likely to trigger content creation at the largest tech companies (more than $500 million in annual revenue) than at the smallest tech companies (less than $50 million in the year). annual sales).
B2B tech marketers say the best way to measure content impact is through time spent on page metrics, insights gained through website and CRM tools, and customer acquisition metrics.
About the research: The report was based on data from a survey of 450 marketing executives working for B2B or B2B-B2C hybrid technology companies in Canada, France, Germany, the United Kingdom and the United States.