Report: 43% of All B2B Marketers Now Have a Documented Content Strategy

B2B marketers are constantly strategizing to make the most of their content, and new research suggests that doing so is paying off for those with a plan in place.

The Content Marketing Institute recently conducted its “11th Annual B2B Content Marketing Benchmarks, Budgets and Trends” report, and statistics showed that 43% of all B2B marketers now have a documented content marketing strategy in place. However, 60% of the “most successful” B2B marketers have a documented plan in existence, suggesting that taking a tactful approach pays off.

In terms of overall success, most B2B marketers (54%) claim that their organization has been at least “moderately successful” with its content marketing efforts over the past 12 months. When it comes to factors that B2B marketers attribute to their organization’s content marketing success over the past 12 months, the value of the content (83%) was cited by most.

Strategizing to Leverage Marketing Data

While strategizing in terms of content has proven beneficial for many marketers, previous research shows that taking the same approach to data can pay off as well.

Ascend2 recently published the “Using Data to Make Better Marketing Decisions Survey,” and statistics suggested that most marketers (45%) now have a unified marketing data strategy in place. Nearly 32% of them do not have a plan, but there is one in the works for future development.

About 63% of marketers who have a data strategy in place claim that they have been at least “somewhat successful.” Nearly 31% of the best-in-class marketers who responded said that they have been “very successful.”

“With other agencies, the tendency is to see a flurry of work initially, and then communication and accountability starts to fall off. Our KoMarketing account team is in contact with us almost daily – it’s like they’re sitting right here in our office. They’re truly an extension of our marketing team.”

Stephanie Weagle — Stephanie Weagle, VP of Marketing, Corero Network Security

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