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GOALS & METRICS Which

GOALS & METRICS Which content marketing goals will your organization focus on over the next 12 months? Organizational Goals for B2B Content Marketing Over Next 12 Months Lead Generation 80% Brand Awareness 79% Engagement Lead Nurturing 66% 71% Sales Customer Retention/Loyalty Building an Audience via Subscription Growth 52% 56% 62% Fewer than 45% of B2B marketers cited the following goals: Customer Evangelism/ Creating Brand Advocates (42%), Upsell/Cross-Sell (38%), Cost Savings (16%), and Other (2%). 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Base: Content marketers. Aided list; multiple responses permitted. SPONSORED BY 36

GOALS & METRICS Which metrics does your organization use to determine how well its content marketing is producing results? B2B Marketers’ Content Marketing Metrics Usage Website Traffic 78% Sales Lead Quality Social Media Sharing Time Spent on Website Higher Conversion Rates SEO Ranking Sales Sales Lead Quantity Subscriber/Community Growth 57% 57% 54% 51% 51% 50% 47% 40% Fewer than 35% of B2B marketers said they use the following metrics: Qualitative Feedback from Customers (33%), Inbound Links (32%), Data Capture (28%), Customer Renewal Rates (19%), Purchase Intent (17%), Brand Lift (15%), and Other (4%). 2% said they do not use metrics. 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Base = Content marketers. Aided list; multiple responses permitted. SPONSORED BY 37

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