B2B marketing in the U. S. - Statista Dossier

Transcription

1 Statista Dossier B2B marketing in the U. S. - Statista Dossier Statista, Inc. (NY)

2 B2B marketing in the U. S. - Statista Dossier Table of Contents

3 Industry overview 07 Growth of the global B2B media revenue , by platform 08 Quarterly revenue of B2B media industry in the U.S B2B e-commerce volume in the United States B2B ad spend growth in the U.S B2B ad spend growth in the U.S. 2014, by medium 12 CRM industry revenue in the U.S Budgeting 14 Allocation of B2B marketing budgets in North America Change of B2B content marketing budgets in North America Content marketing budgets as share of total budgets in North America Share of digital in B2B marketing spending in the U.S B2B demand generation: cost-per-lead in the U.S. 2014, by channel Marketing strategies 20 B2B marketing: leading customer marketing acitivities worldwide Leading content distribution platforms for B2B marketing in the U.S. 2014

4 22 Software solutions used for B2B demand generation in the U.S Marketing automation platforms used by B2B marketers in the U.S B2B lead generation: incentives offered Most valuable B2B marketing automation system features 2015 Marketing effectiveness 27 Marketing channels driving revenue according to U.S. B2B and B2C marketers Most important attributes of effective B2B content marketing B2B lead generation: most effective tactics worldwide B2B event marketing: most effective channels according to marketers in B2B lead-to-deal conversion rates in the U.S. 2014, by channel 32 marketing performance in the business services sector in N. America Effectiveness of B2B social media content marketing tactics in North America 2014 Content marketing 35 Use of content marketing among B2B marketers in North America Organizational goals for content marketing in North America B2B content marketing challenges in North America Departments in charge of B2B content marketing in North America 2014

5 39 Leading content distribution platforms for B2B marketing in the U.S Advertising usage among B2B content marketers in North America Effectiveness ratings of B2B content marketing tactics in North America 2014

6 B2B marketing in the U. S. - Statista Dossier Industry overview

7 Industry overview 7 Growth of the global B2B media revenue , by platform Compound annual growth rate of global business-to-business media revenue between 2013 and 2018, by platform Note: Worldwide; forecast Further information regarding this statistic can be found on page 43. Source: PwC; ID

8 Industry overview 8 Quarterly revenue of B2B media industry in the U.S Revenue of B2B media industry in the United States from 1st quarter 2012 to 2nd quarter 2014 (in billion U.S. dollars) Note: United States; includes revenue for events, print, digital and data Further information regarding this statistic can be found on page 44. Source: ABM; ID

9 Industry overview 9 B2B e-commerce volume in the United States B2B e-commerce volume in the United States from 2006 to 2013 (in billion U.S. dollars) Note: United States; 2006 to 2013 Further information regarding this statistic can be found on page 45. Source: US Census Bureau; ID

10 Industry overview 10 B2B ad spend growth in the U.S Change in advertising spending of leading 100 business-to-business advertisers in the United States in 2013 and 2014 Note: measured media Further information regarding this statistic can be found on page 46. Source: Advertising Age; Kantar Media; ID

11 Industry overview 11 B2B ad spend growth in the U.S. 2014, by medium Change in advertising spending of the leading 100 business-to-business advertisers in the United States in 2014, by medium Note: measured media Further information regarding this statistic can be found on page 47. Source: Advertising Age; Kantar Media; ID

12 Industry overview 12 CRM industry revenue in the U.S Customer relationship management (CRM) industry revenue in the United States from 2013 to 2018 (in billion U.S. dollars) Note: United States; May 2013; forecast Further information regarding this statistic can be found on page 48. Source: Advertising Age; MarketsandMarkets; ID

13 B2B marketing in the U. S. - Statista Dossier Budgeting

14 Budgeting 14 Allocation of B2B marketing budgets in North America 2015 Budget allocation of B2B marketing budgets in North America in 2015 Note: North America; 2014; 18 years and older; 132 Respondents; among B2B senior marketing professionals from companies that sell primarily or in part to other businesses, who work at comopanies with100 or more employees and who have budget or management responsibility Further information regarding this statistic can be found on page 49. Source: MarketingCharts; Forrester Research; ID

15 Budgeting 15 Change of B2B content marketing budgets in North America 2014 Is your B2B content marketing spending going to increase or decrease over the next 12 months?* Note: North America; July and August 2014; 1,820; among B2B marketers Further information regarding this statistic can be found on page 50. Source: MarketingProfs; Content Marketing Institute; ID

16 Budgeting 16 Content marketing budgets as share of total budgets in North America 2011 Share of content marketing in marketing budgets in North America 2011, by company size Note: North America; August 2011; 1,092; among B2B marketers Further information regarding this statistic can be found on page 51. Source: MarketingProfs; Content Marketing Institute; ID

17 Budgeting 17 Share of digital in B2B marketing spending in the U.S What percent of your marketing budget was spent on digital marketing? Note: United States; 364 Respondents; among B2B marketing professionals Further information regarding this statistic can be found on page 52. Source: Advertising Age; Various sources (B2B Magazine); ID

18 Budgeting 18 B2B demand generation: cost-per-lead in the U.S. 2014, by channel Perception of lead generation cost (cost-per lead) among B2B marketers in the United States as of October 2014, by channel Note: United States; 200 Respondents; among B2B marketing professionals Further information regarding this statistic can be found on page 53. Source: Website (Software Advice); MarketingCharts; ID

19 B2B marketing in the U. S. - Statista Dossier Marketing strategies

20 Marketing strategies 20 B2B marketing: leading customer marketing acitivities worldwide 2014 Leading customer marketing activities used by B2B marketers worldwide as of September 2014 Note: August 13 to September 2, 2014; 237 Respondents; among B2B marketers Further information regarding this statistic can be found on page 54. Source: MediaPost; Website (Influitive); ID

21 Marketing strategies 21 Leading content distribution platforms for B2B marketing in the U.S Leading content distribution platforms for business-to-business marketing in the United States as of May 2014 Note: United States; as of May 2014; 364 Respondents; among B2B marketing professionals Further information regarding this statistic can be found on page 55. Source: Advertising Age; ID

22 Marketing strategies 22 Software solutions used for B2B demand generation in the U.S Software solutions used for B2B demand generation in the United States as of October 2014 Note: United States; 200 Respondents; among B2B marketing professionals Further information regarding this statistic can be found on page 56. Source: Website (Software Advice); ID

23 Marketing strategies 23 Marketing automation platforms used by B2B marketers in the U.S What marketing-allocation platform(s) do you actively use? Note: United States; September 2013; 18 years and older; 905 Respondents; among B2B marketing professionals Further information regarding this statistic can be found on page 57. Source: Advertising Age; Various sources (Pepper Global); ID

24 Marketing strategies 24 B2B lead generation: incentives offered 2014 What did you offer prospects in return for their contact information or lead gen opt-in? Note: Worldwide; February 2014; 399 Respondents; among B2B marketers Further information regarding this statistic can be found on page 58. Source: MediaPost; Chief Marketer; ID

25 Marketing strategies 25 Most valuable B2B marketing automation system features 2015 What are the most valuable features of a marketing automation system? Note: Worldwide; February 2015; among marketers, sales, and business professionals: 76 percent of respondents were B2B-focused Further information regarding this statistic can be found on page 59. Source: Ascend2; MarketingCharts; ID

26 B2B marketing in the U. S. - Statista Dossier Marketing effectiveness

27 Marketing effectiveness 27 Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015 Leading marketing channels influencing revenue growth according to B2B and B2C professionals in the United States in 2015 Note: 600 Respondents; among digital marketers Further information regarding this statistic can be found on page 60. Source: Various sources (Webmarketing123); MarketingCharts; ID

28 Marketing effectiveness 28 Most important attributes of effective B2B content marketing 2015 Leading attributes of content marketing effectiveness according to B2B marketing professionals as of January 2015 Note: Worldwide; North America; January 9 to 20, 2015; among senior B2B marketing leaders and business leaders: 72 percent of respondents were based in North America Further information regarding this statistic can be found on page 61. Source: Various sources (Regalix); MarketingCharts; ID

29 Marketing effectiveness 29 B2B lead generation: most effective tactics worldwide 2014 Most effective business-to-business lead generation tactics worldwide as of February 2014 Note: Worldwide; February 2014; 399 Respondents; among B2B marketers Further information regarding this statistic can be found on page 62. Source: MediaPost; Chief Marketer; ID

30 Marketing effectiveness 30 B2B event marketing: most effective channels according to marketers in 2014 Most effective channels used to market B2B events according to marketers worldwide in 2014 Note: Worldwide; North America; Novemebr 6 to 14, 2014; 212 Respondents; among senior marketing execs and business leaders Further information regarding this statistic can be found on page 63. Source: MarketingCharts; Various sources (Regalix); ID

31 Marketing effectiveness 31 B2B lead-to-deal conversion rates in the U.S. 2014, by channel Lead-to-deal conversion rate among B2B companies in the United States in October 2014, by channel Note: United States; October 2014; based on CRM data from clients of Implisit; broader industry metrics may vary Further information regarding this statistic can be found on page 64. Source: Various sources (Implisit); ID

32 Marketing effectiveness 32 marketing performance in the business services sector in N. America marketing performance metrics in the business products and services sector in North America from Q to Q Note: North America; Q to Q Further information regarding this statistic can be found on page 65. Source: Epsilon; Experience Council; ID

33 Marketing effectiveness 33 Effectiveness of B2B social media content marketing tactics in North America 2014 How do you assess the effectiveness of the following social media platforms for B2B marketing? Note: North America; July and August 2014; 1,820; among B2B marketers Further information regarding this statistic can be found on page 66. Source: MarketingProfs; Content Marketing Institute; ID

34 B2B marketing in the U. S. - Statista Dossier Content marketing

35 Content marketing 35 Use of content marketing among B2B marketers in North America Use of content marketing among B2B marketers in North America from 2012 to 2014 Note: North America; July and August 2014; 2012: n=1,416; 2013: n=1,217, 2014: n=1,820; among B2B marketers Further information regarding this statistic can be found on page 67. Source: MarketingProfs; Content Marketing Institute; ID

36 Content marketing 36 Organizational goals for content marketing in North America 2014 What are the goals for content marketing in your company? Note: North America; July and August 2014; 1,820; among B2B marketers Further information regarding this statistic can be found on page 68. Source: MarketingProfs; Content Marketing Institute; ID

37 Content marketing 37 B2B content marketing challenges in North America 2014 Largest B2B content marketing challenges in North America as of August 2014 Note: North America; July and August 2014; 1,820; among B2B marketers Further information regarding this statistic can be found on page 69. Source: MarketingProfs; Content Marketing Institute; ID

38 Content marketing 38 Departments in charge of B2B content marketing in North America 2014 Departments responsible for B2B content marketing in North America as of August 2014 Note: North America; July and August 2014; 1,820; among B2B marketers Further information regarding this statistic can be found on page 70. Source: Content Marketing Institute; MarketingProfs; ID

39 Content marketing 39 Leading content distribution platforms for B2B marketing in the U.S Leading content distribution platforms for business-to-business marketing in the United States as of May 2014 Note: United States; as of May 2014; 364 Respondents; among B2B marketing professionals Further information regarding this statistic can be found on page 71. Source: Advertising Age; ID

40 Content marketing 40 Advertising usage among B2B content marketers in North America 2014 Which paid advertising methods do you use to promote/distribute content? Note: North America; July and August 2014; 1,820; among B2B marketers Further information regarding this statistic can be found on page 72. Source: Content Marketing Institute; MarketingProfs; ID

41 Content marketing 41 Effectiveness ratings of B2B content marketing tactics in North America 2014 How effective are the following content marketing tactics for B2B marketing? Note: North America; July and August 2014; 1,820; among B2B marketers Further information regarding this statistic can be found on page 73. Source: MarketingProfs; Content Marketing Institute; ID

42 B2B marketing in the U. S. - Statista Dossier References

43 References 43 Growth of the global B2B media revenue , by platform Compound annual growth rate of global business-to-business media revenue between 2013 and 2018, by platform Source and methodology information Notes: Source PwC Conducted by PwC Survey period June 2014 Region Worldwide Number of respondents Age group Special characteristics forecast Published by PwC; Website (primaonline.it) Publication date June 2014 Original source primaonline.it Website URL

44 Quarterly revenue of B2B media industry in the U.S References 44 Revenue of B2B media industry in the United States from 1st quarter 2012 to 2nd quarter 2014 (in billion U.S. dollars) Source and methodology information Notes: Source ABM Conducted by ABM Survey period Q to Q Region United States Number of respondents Age group Special characteristics includes revenue for events, print, digital and data Published by ABM Publication date September 2014 Original source abmassociation.com Website URL

45 B2B e-commerce volume in the United States References 45 B2B e-commerce volume in the United States from 2006 to 2013 (in billion U.S. dollars) Source and methodology information Notes: Source Conducted by US Census Bureau US Census Bureau Values regarding 2011 to 2013 were calculated from total U.S. manufacturing shipments and merchant wholesale trade sales including MSBOs. Values regarding the preceeding years were taken from previous U.S. Census Bureau E-Stats reports. Survey period 2006 to 2013 Region United States Number of respondents Age group Special characteristics Published by US Census Bureau Publication date May 2015 Original source 2013 E-stats report, table 1 and 2 Website URL

46 References 46 B2B ad spend growth in the U.S Change in advertising spending of leading 100 business-to-business advertisers in the United States in 2013 and 2014 Source and methodology information Source Advertising Age; Kantar Media Conducted by Kantar Media Survey period 2013 and 2014 Region United States Notes: Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-tobusiness magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanishlanguage media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology. Figure for 2013 comes from an earlier AdAge publication. Number of respondents Age group Special characteristics measured media Published by Advertising Age Publication date September 2015 Original source adage.com Website URL

47 B2B ad spend growth in the U.S. 2014, by medium Change in advertising spending of the leading 100 business-to-business advertisers in the United States in 2014, by medium References 47 Source and methodology information Source Advertising Age; Kantar Media Conducted by Kantar Media Survey period 2013 and 2014 Region United States Notes: * Includes business publications. ** Broadcast and cable. Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology. Number of respondents 100 Age group Special characteristics measured media Published by Advertising Age Publication date August 2015 Original source adage.com Website URL

48 CRM industry revenue in the U.S References 48 Customer relationship management (CRM) industry revenue in the United States from 2013 to 2018 (in billion U.S. dollars) Source and methodology information Notes: Source Advertising Age; MarketsandMarkets Conducted by MarketsandMarkets Survey period May 2013 Region United States Number of respondents Age group Special characteristics forecast Published by Advertising Age; MarketsandMarkets Publication date May 2014 Original source B-to-B Marketing Fact Pack, page 20 Website URL

49 Allocation of B2B marketing budgets in North America 2015 Budget allocation of B2B marketing budgets in North America in 2015 References 49 Source and methodology information Notes: The source does not provide information on the type of the survey. Source MarketingCharts; Forrester Research Conducted by Forrester Research Survey period 2014 Region North America Number of respondents 132 Age group 18 years and older Special characteristics Published by among B2B senior marketing professionals from companies that sell primarily or in part to other businesses, who work at comopanies with100 or more employees and who have budget or management responsibility MarketingCharts; Forrester Research Publication date January 2015 Original source marketingcharts.com Website URL

50 Change of B2B content marketing budgets in North America 2014 Is your B2B content marketing spending going to increase or decrease over the next 12 months?* References 50 Source and methodology information Notes: Source MarketingProfs; Content Marketing Institute * This question was phrased by the source as follows: "How do you expect your organization s content marketing budget to change in the next 12 months?" Conducted by Content Marketing Institute Survey period July and August 2014 Region North America Number of respondents 1,820 Age group Special characteristics among B2B marketers Published by Content Marketing Institute Publication date October 2014 Original source B2B Content Marketing 2015, page 29 Website URL

51 Content marketing budgets as share of total budgets in North America 2011 Share of content marketing in marketing budgets in North America 2011, by company size References 51 Source and methodology information Notes: Source MarketingProfs; Content Marketing Institute Conducted by Content Marketing Institute Survey period August 2011 Region North America Number of respondents 1,092 Age group Special characteristics among B2B marketers Published by Content Marketing Institute Publication date December 2011 Original source B2B Content Marketing 2012, page 11 Website URL

52 Share of digital in B2B marketing spending in the U.S What percent of your marketing budget was spent on digital marketing? References 52 Source and methodology information Notes: Source Advertising Age; Various sources (B2B Magazine) The source does not provide information on the type of the survey. The source does not provide survey date. The date given in the field "survey time period" is the release date. Conducted by Advertising Age; Various sources (B2B Magazine) Survey period as of May 2014 Region United States Number of respondents 364 Age group Special characteristics among B2B marketing professionals Published by Advertising Age Publication date May 2014 Original source B-to-B Marketing Fact Pack, page 4 Website URL

53 B2B demand generation: cost-per-lead in the U.S. 2014, by channel Perception of lead generation cost (cost-per lead) among B2B marketers in the United States as of October 2014, by channel References 53 Source and methodology information Notes: Source Conducted by Website (Software Advice); MarketingCharts Website (Software Advice); Various sources (Research Now) The source does not provide information on the type of the survey. The figures may be over or under 100 percent due to rounding. The figures present a combined result for: very low cost and somewhat low cost; and very high cost and somewhat high cost per lead. The source does not provide survey date. The date given in the field "survey time period" is the release date. Survey period as of October 2014 Region United States Number of respondents 200 Age group Special characteristics among B2B marketing professionals Published by Website (Software Advice); MarketingCharts Publication date October 2014 Original source marketingcharts.com Website URL

54 B2B marketing: leading customer marketing acitivities worldwide 2014 Leading customer marketing activities used by B2B marketers worldwide as of September 2014 References 54 Source and methodology information Notes: Region is presumed. Multiple answers were possible. Source MediaPost; Website (Influitive) Conducted by Demand Metric; Website (Influitive) Survey period August 13 to September 2, 2014 Region Worldwide Number of respondents 237 Age group Special characteristics among B2B marketers Published by MediaPost Publication date October 2014 Original source mediapost.com Website URL

55 References 55 Leading content distribution platforms for B2B marketing in the U.S Leading content distribution platforms for business-to-business marketing in the United States as of May 2014 Source and methodology information Notes: Source Advertising Age The source does not provide information on the type of the survey. The source does not provide survey date. The date given in the field "survey time period" is the release date. Conducted by Advertising Age Survey period as of May 2014 Region United States Number of respondents 364 Age group Special characteristics among B2B marketing professionals Published by Advertising Age Publication date May 2014 Original source B-to-B Marketing Fact Pack, page 22 Website URL

56 Software solutions used for B2B demand generation in the U.S Software solutions used for B2B demand generation in the United States as of October 2014 References 56 Source and methodology information Notes: Source Conducted by Website (Software Advice) Website (Software Advice); Various sources (Research Now) The source does not provide further information on the survey methdology (exact date of survey, type of survey used). The source does not provide survey date. The date given in the field "survey time period" is the release date. Survey period as of October 2014 Region United States Number of respondents 200 Age group Special characteristics among B2B marketing professionals Published by Website (Software Advice) Publication date October 2014 Original source softwareadvice.com Website URL

57 References 57 Marketing automation platforms used by B2B marketers in the U.S What marketing-allocation platform(s) do you actively use? Source and methodology information Notes: Methodology data taken from here. Source Advertising Age; Various sources (Pepper Global) Conducted by Advertising Age; Various sources (Pepper Global) Survey period September 2013 Region United States Number of respondents 905 Age group 18 years and older Special characteristics among B2B marketing professionals Published by Advertising Age Publication date May 2014 Original source B-to-B Marketing Fact Pack, page 20 Website URL -automation-platforms-usa/

58 B2B lead generation: incentives offered 2014 What did you offer prospects in return for their contact information or lead gen opt-in? References 58 Source and methodology information Notes: The methodology can be found here. Source MediaPost; Chief Marketer Conducted by Chief Marketer Survey period February 2014 Region Worldwide Number of respondents 399 Age group 18 years and older Special characteristics among B2B marketers Published by Chief Marketer; MediaPost Publication date September 2014 Original source mediapost.com Website URL

59 Most valuable B2B marketing automation system features 2015 What are the most valuable features of a marketing automation system? References 59 Source and methodology information Notes: Source Ascend2; MarketingCharts The source does not specify the type of the survey or the exact date of the study. Conducted by Ascend2 (Regalix) Survey period February 2015 Region Worldwide Number of respondents 317 Age group 18 years and older Special characteristics Published by among marketers, sales, and business professionals: 76 percent of respondents were B2B-focused Ascend2 (Regalix); MarketingCharts Publication date February 2015 Original source marketingcharts.com Website URL

60 Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015 Leading marketing channels influencing revenue growth according to B2B and B2C professionals in the United States in 2015 References 60 Source and methodology information Notes: Source Various sources (Webmarketing123); MarketingCharts This question was phrased by the source as follows: "Which channel makes the biggest positive impact on revenue?" The source does not specify the exact date or the type of the survey. Conducted by Various sources (Webmarketing123) Survey period February 2015 Region United States Number of respondents 600 Age group 18 years and older Special characteristics among digital marketers Published by Various sources (Webmarketing123); MarketingCharts Publication date February 2015 Original source marketingcharts.com Website URL

61 Most important attributes of effective B2B content marketing 2015 Leading attributes of content marketing effectiveness according to B2B marketing professionals as of January 2015 References 61 Source and methodology information Notes: Source Various sources (Regalix); MarketingCharts The source does not specify the type of the survey. The question was phrased by the source as follows: "In your opinion, what are the important elements of effective content?" Conducted by Various sources (Regalix) Survey period January 9 to 20, 2015 Region Worldwide; North America Number of respondents 285 Age group 18 years and older Special characteristics Published by among senior B2B marketing leaders and business leaders: 72 percent of respondents were based in North America Various sources (Regalix); MarketingCharts Publication date February 2015 Original source marketingcharts.com Website URL

62 B2B lead generation: most effective tactics worldwide 2014 Most effective business-to-business lead generation tactics worldwide as of February 2014 References 62 Source and methodology information Notes: The methodology can be found here. Source MediaPost; Chief Marketer Conducted by Chief Marketer Survey period February 2014 Region Worldwide Number of respondents 399 Age group Special characteristics among B2B marketers Published by Chief Marketer; MediaPost Publication date September 2014 Original source mediapost.com Website URL

63 References 63 B2B event marketing: most effective channels according to marketers in 2014 Most effective channels used to market B2B events according to marketers worldwide in 2014 Source and methodology information Notes: Approximately 88 percent of the respondent were from North America. Source MarketingCharts; Various sources (Regalix) Conducted by Various sources (Regalix) Survey period Novemebr 6 to 14, 2014 Region Worldwide; North America Number of respondents 212 Age group 18 years and older Special characteristics among senior marketing execs and business leaders Published by MarketingCharts; Various sources (Regalix) Publication date December 2014 Original source marketingcharts.com Website URL

64 B2B lead-to-deal conversion rates in the U.S. 2014, by channel Lead-to-deal conversion rate among B2B companies in the United States in October 2014, by channel References 64 Source and methodology information Notes: Source Various sources (Implisit) Conducted by Various sources (Implisit) Survey period October 2014 Region United States Number of respondents Age group Special characteristics Published by based on CRM data from clients of Implisit; broader industry metrics may vary Various sources (Implisit) Publication date November 2014 Original source implisit.com Website URL

65 References 65 marketing performance in the business services sector in N. America marketing performance metrics in the business products and services sector in North America from Q to Q Source and methodology information Notes: Source Epsilon; Experience Council * In Q2 2014, the click-to-open rate was not reported. The figures other than for Q come from previous publications. Conducted by Epsilon; Experience Council Survey period Q to Q Region North America Number of respondents Age group Special characteristics Published by Epsilon Publication date July 2014 Original source Q Trends and Benchmarks, page 7 Website URL -america/

66 References 66 Effectiveness of B2B social media content marketing tactics in North America 2014 How do you assess the effectiveness of the following social media platforms for B2B marketing? Source and methodology information Notes: Source Conducted by MarketingProfs; Content Marketing Institute Content Marketing Institute; MarketingProfs This question was phrased by the source as follows: "How effective are thesocial media platforms that you use?" Percentages shown represent marketers who rated each platform a 4 or 5 on a 5-point scale where 5 = Very Effective and 1 = Not at all Effective. Survey period July and August 2014 Region North America Number of respondents 1,820 Age group Special characteristics among B2B marketers Published by Content Marketing Institute Publication date October 2014 Original source B2B Content Marketing 2015, page 24 Website URL -of-b2b-social-media-content-marketing/

67 Use of content marketing among B2B marketers in North America Use of content marketing among B2B marketers in North America from 2012 to 2014 References 67 Source and methodology information Notes: Source Conducted by MarketingProfs; Content Marketing Institute Content Marketing Institute Figures for 2012 come from the 2013 edition of the report. For the 2014 survey the source redefined content marketing as follows: " a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. Survey period July and August 2014 Region North America Number of respondents 2012: n=1,416; 2013: n=1,217, 2014: n=1,820 Age group Special characteristics among B2B marketers Published by Content Marketing Institute Publication date October 2014 Original source B2B Content Marketing 2015, page 8 Website URL

68 References 68 Organizational goals for content marketing in North America 2014 What are the goals for content marketing in your company? Source and methodology information Notes: Source MarketingProfs; Content Marketing Institute This question was phrased by the source as follows: "How important is each of the following content marketing goals to your organization?" Conducted by Content Marketing Institute Survey period July and August 2014 Region North America Number of respondents 1,820 Age group Special characteristics among B2B marketers Published by Content Marketing Institute Publication date October 2014 Original source B2B Content Marketing 2015, page 14 Website URL l-goals-for-content-marketing-worldwide/

69 B2B content marketing challenges in North America 2014 References 69 Largest B2B content marketing challenges in North America as of August 2014 Source and methodology information Notes: Source Conducted by MarketingProfs; Content Marketing Institute Content Marketing Institute This question was phrased by the source as follows: "With regard to content marketing, how challenged are you with each of the following?" Percentages shown represent marketers who rated each challenge a 4 or 5 on a 5-point scale where 5 = Very Challenged and 1 = Not at all Challenged. Survey period July and August 2014 Region North America Number of respondents 1,820 Age group Special characteristics among B2B marketers Published by Content Marketing Institute Publication date October 2014 Original source B2B Content Marketing 2015, page 30 Website URL

70 Departments in charge of B2B content marketing in North America 2014 Departments responsible for B2B content marketing in North America as of August 2014 References 70 Source and methodology information Notes: Source Content Marketing Institute; MarketingProfs Conducted by Content Marketing Institute Survey period July and August 2014 Region North America Number of respondents 1,820 Age group Special characteristics among B2B marketers Published by Content Marketing Institute Publication date October 2014 Original source B2B Content Marketing 2015, page 13 Website URL

71 References 71 Leading content distribution platforms for B2B marketing in the U.S Leading content distribution platforms for business-to-business marketing in the United States as of May 2014 Source and methodology information Notes: Source Advertising Age The source does not provide information on the type of the survey. The source does not provide survey date. The date given in the field "survey time period" is the release date. Conducted by Advertising Age Survey period as of May 2014 Region United States Number of respondents 364 Age group Special characteristics among B2B marketing professionals Published by Advertising Age Publication date May 2014 Original source B-to-B Marketing Fact Pack, page 22 Website URL

72 References 72 Advertising usage among B2B content marketers in North America 2014 Which paid advertising methods do you use to promote/distribute content? Source and methodology information Notes: Source Content Marketing Institute; MarketingProfs Conducted by Content Marketing Institute Survey period July and August 2014 Region North America Number of respondents 1,820 Age group Special characteristics among B2B marketers Published by Content Marketing Institute Publication date October 2014 Original source B2B Content Marketing 2015, page 26 Website URL

73 References 73 Effectiveness ratings of B2B content marketing tactics in North America 2014 How effective are the following content marketing tactics for B2B marketing? Source and methodology information Notes: Source Conducted by MarketingProfs; Content Marketing Institute Content Marketing Institute This question was phrased by the source as follows: "How effective are the following tactics that you use?" Percentages shown represent marketers who rated each tactic a 4 or 5 on a 5-point scale where 5 = Very Effective and 1 = Not at all Effective. Survey period July and August 2014 Region North America Number of respondents 1,820 Age group Special characteristics among B2B marketers Published by Content Marketing Institute Publication date October 2014 Original source B2B Content Marketing 2015, page 21 Website URL -of-b2b-content-marketing-tactics-in-north-america/