As B2B marketers look ahead to 2019, new research suggests that the most successful of the bunch are dedicated to content marketing.
The Content Marketing Institute, MarketingProfs and Conductor recently published the “B2B Content Marketing 2019 Benchmarks, Budgets and Trends – North America” report and discovered that 93 percent of the most successful B2B marketers say that their organization is extremely/very committed to content marketing. This is compared to just 35 percent of the least successful B2B marketers.
About 82 percent of the same group also stated that their organization’s content marketing is sophisticated/mature, and 65 percent have a documented content marketing strategy. Seventy-two percent of the most successful B2B marketers measure their content marketing ROI, and 55 percent expect their content marketing budget to increase in 2019.
Falling Short with Email Marketing Initiatives
Although B2B marketers may be skilled in the realm of content marketing, previous research suggests that they still have work to do in terms of making the most of email marketing.
SuperOffice published “The State of B2B Email Marketing” report and found that 59 percent of B2B companies do not use email marketing at all. Among those that do, 77 percent claim that they are using it to drive visits and sales to their websites.
But even in these instances, many of these initiatives fall short. For example, 59 percent of email marketers said that they didn’t send a single email during a 90-day test period. One-in-five email campaigns was not optimized for mobile devices, and 89 percent of them were sent from a company name, suggesting a lack of personalization.