The report was based on data from a survey conducted in November 2015 of 284 B2B marketers in the United States; respondents came from a wide range of industries, and half work for companies with more than 200 employees.
Some 61% of respondents say whitepapers drive leads for their business, the most of any content type.
Webinars are a close second (59% say they drive leads), followed by case studies (44%) and blogs (32%).
As for driving revenue, 41% of respondents say webinars are an effective tactic and 39% say the same about whitepapers.
Some 59% of B2B marketers say LinkedIn generates leads for their business; 28% of respondents say Twitter generates leads.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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