What motivates B2B technology firms to create new pieces of content? Do motivations vary by business type and size?
To find out, 10 Fold surveyed 450 marketing executives who work for B2B or B2B-B2C hybrid technology companies in Canada, France, Germany, the United Kingdom, and the United States.
Respondents say the top drivers of new content are insights from analytics, requests from PR staff and field marketers, requests from sales teams, content calendars, and intent data.
Compared with B2B-B2C hybrid tech firms, pure B2B tech firms are more likely to rely on content calendars to trigger new content; B2B-B2C hybrid firms are more likely to rely on sales teams, PR staff and field marketers, analytics, and monitoring software to trigger new content.
The researchers found that content triggers vary significantly by company size. For example, content calendars, sales teams, and PR staff and field marketers are much more likely to trigger content creation at the biggest tech companies (more than $500 million in annual revenue), compared with the smallest tech companies (less than $50 million in annual revenue).
B2B tech marketers say the top ways they measure content impact are via time spent on page metrics, insights gleaned via website and CRM tools, and customer acquisition metrics.
About the research: The report was based on data from a survey of 450 marketing executives who work for B2B or B2B-B2C hybrid technology companies in Canada, France, Germany, the United Kingdom, and the United States.
