Effective content marketing is now critical to B2B marketers’ success because useful content accelerates potential buyers along their journey, writes Peter O'Neill. This raises a serious content challenge for B2B marketers. Their content should be available and compelling across all touchpoints in the customer life cycle — from the awareness phase (from the vendor’s point of view) through to the phase that Forrester calls customer retention and expansion.
Are B2B marketers rising to this challenge? Forrester’s Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey provides us with an answer. As we make clear in this report, there is significant room for improvement. Here are some significant shortcomings that we highlighted in the responses from 328 B2B marketers:
B2B marketing content works for lead nurturing but nothing else. When asked about the effectiveness of content marketing among 16 separate marketing tactics, the rankings range from No. 15 in the awareness phase to No. 5 as a tactic for lead origination; it’s in third place for lead nurturing but drops back to No. 6 in the customer retention and expansion phase.
B2B marketers create most of their content internally. The majority of the content produced is created internally either by the marketing department (44%) or by other employees (14%). Organizations that create their own content with only internal staff tend to remain fixated on their product and solution.