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'All About That Bass'? No, All About Those Leads for Tech Content Marketers

TMCnews Featured Article


March 26, 2015

'All About That Bass'? No, All About Those Leads for Tech Content Marketers

By Rory J. Thompson, Web Editor


Content marketers are a curious lot. They usually have a great product, and they’re heavily invested in seeing it succeed, but sometimes they’re so deeply involved they have trouble getting others to ‘see the light.’ That might be one reason new research shows they’re most focused on lead generation as a goal for content marketing.


According to the Content Marketing Institute (CMI), new research shows content marketers are now increasing that focus.

CMI’s latest industry study—“B2B Technology Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America” – shows precisely how B2B technology marketers have changed their content marketing practices over the last year.

“While tech marketers were the group most focused on lead generation last year, [their] percentage has increased from 86 percent in 2014 to 91 percent this year,” CMI said in a statement announcing its findings. “It's also notable that they are shifting away a bit from brand awareness (which does not generate leads) as a primary goal, and more toward getting measurable results (using leads as one measure). Other B2B marketers have traditionally cited brand awareness as the top goal.”

There were other significant findings as well. The research also showed that like their B2B peers, technology marketers continue to use website traffic as their top metric. But, technology marketers are much more focused than their B2B peers are on sales and lead-related metrics such as sales lead quality (62 percent vs. 49 percent), higher conversion rates (61 percent vs. 48 percent), and sales lead quantity (54 percent vs. 40 percent).

"It appears that tech marketers are making more efforts to set goals they can measure, such as lead generation," noted Joe Pulizzi, founder of the Content Marketing Institute, and author of Epic Content Marketing and the upcoming book for entrepreneurs, Content Inc. "It's encouraging to see that their metrics are moving toward alignment with their goals."

 







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