B2B Marketing in 2017: Which Content Should You Focus On?

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Yes, we know 2017 is almost 25% over. But that’s a good time to take a fresh look at your marketing efforts, and find out what is delivering quality leads, and what has amounted only to wasted time and effort.

A 360 Success Story

Not long ago we convinced one of our telecommunications clients to switch to email as a primary focus of attracting leads. We acquired a suitable email list, conducted A/B testing on different versions of the same message, and developed content such as blogs and whitepapers to drive prospects deeper into a quest to find out more about the company’s technology solutions.

As a result, we were able to boost the click-through rate of their email marketing from 1% to 3% ¬– and of that 3% nearly 60% became leads. And when we added videos into the mix, we nearly doubled that boosted click-through rate.

Would this work for you? Possibly. Every company is different and the best approach is always to develop a marketing strategy customized for your client base.

However, a company called DemandWave recently published a B2B marketing report that examines the channels, content types and social platforms that B2B marketers are using to generate leads. Some of their findings might be helpful:

  • 82% of respondents use blogs and videos for marketing, but not as much for lead generation
  • More than 50% use webinars and whitepapers for lead generation; these were also the preferred content types for revenue generation
  • YouTube has become an important source for video search engine optimization purposes
  • LinkedIn has surpassed Facebook as the most prominent social media marketing channel for B2B (89% vs. 82%). Some respondents reported that LinkedIn drove twice as many leads as Facebook and Twitter
  • 85% have an email nurture program in place; but only half think it’s effective

What is the best lead generation approach for your business? Contact 360 today for a free analysis of your current marketing efforts. We’ll provide you with insight and tips whether you become a client or not.


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