Case studies and client success stories are the content types that B2B companies most use, according to a recent report from Starfleet Media.

The report was based on data from a survey of 324 B2B marketers and salespeople from around the world (69% based in North America; 22%, Europe; 9%, other). Respondents work for B2B companies in a wide range of industries, including technology, manufacturing, and business services.

Some 67% of respondents say they have put case studies/client success stories to use as a digital content marketing asset in the previous12 months; other commonly used content types are whitepapers (62% have created), webinars (58%), and e-books (52%).

Below, additional key findings from the report.

Success and Goals

  • 50% of respondents say they have been successful or very successful in achieving their primary objectives for content marketing.
  • Top content marketing objectives are generating more leads (92% of respondents cite), raising brand visibility (90%), and generating better leads (87%).

Distribution Tactics

  • 91% of respondents say their company has distributed content via sales team outreach in the previous12 months.
  • 90% have distributed content via Twitter and 88% have distributed via a blog.

Tools and Services

  • 78% of respondents have used website analytics tools in the previous 12 months.
  • 73% have used marketing automation solutions.

About the research: The report was based on data from a survey of 324 B2B marketers and salespeople from around the world (69% based in North America; 22%, Europe; 9%, other).

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji