This report details our findings about which content tactics B2B marketing organizations are using, and which distribution channels are most effective based on measurements of reach, conversion and ROI. This data should help CMOs invest in the right content marketing tactics for executing their content marketing strategy.

1. Rethinking Pre-Sales Content Marketing Survey Report
May 2013
Pre-Sales
Content
Marketing
Trends 2013
Research

2. 2013 Pre-Sales Content Marketing
Trends
Content Marketing is transforming the way marketing professionals market their products.
With nearly $17 billion invested in 2012 (according to the Custom Content Council) , content
marketing is fast becoming the cornerstone of the B2B marketing mix. However, not all
content marketing channels perform equally well for every marketing objective.
In April 2013, Regalix Research conducted a study with B2B marketing professionals across the
globe to determine the current use and perceived efficacy of content marketing tactics.
We identified the five most significant pre-sales marketing objectives of the B2B CMO: creating
awareness, generating leads, nurturing prospects, activating engagement and influencing
purchases. We analyzed content types and distribution mechanisms through the lens of these
marketing objectives.
This report details our findings about which content tactics B2B marketing organizations are
using, and which distribution channels are most effective based on measurements of reach,
conversion and ROI. This data should help CMOs invest in the right content marketing tactics
for executing their content marketing strategy.
Rethinking Content Marketing; Survey Report Q2 2013
Evaluating content creation and distribution tactics in the B2B landscape
By Greg Sherwin and Priscilla Selwine
2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 01

3. 88% of B2B marketing professionals use content marketing as an integral part of their
marketing strategy.
The remaining 12% not actively using content marketing so far plan to do so in the next
6months. Surveyed marketers plan to increase investments in videos, whitepapers and
articles.
Key takeaways
Content marketing continues to grow
2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 02
Videos are the most popular marketing medium for creating brand awareness.
However, marketers do not rely on videos for lead generation campaigns.
With over 200 million searches daily through search engine queries, organic search
is still the best way to reach a large target audience
In-person and online events offer the highest Return on Investment (ROI) and are
particularly powerful for lead generation compared with other content distribution
channels.

4. 68% of B2B Marketers are using content marketing to generate leads
Content marketing will drive leads,
say B2B marketers
2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 03
Source: Regalix Research, June 2013
Lead generation and awareness campaigns are the most commonly cited
reasons for content marketing.
Fewer marketers rely on content marketing to nurture prospects and influence
purchases.
64.8%
67.6%
37.8%
56.8%
37.8%
CreatingAwareness
GeneratingLeads
NurturingProspects
EngagingCustomers
InfluencingPurchase

5. 97% of B2B marketers rely on video to meet their marketing objectives.
Despite viewing videos as a cool novelty in 2012, B2B marketers today feel that videos are
the top content choice for creating brand awareness and setting the right tone for the
product in the market . The graph below illustrates the percentage of B2B marketers using
each content type.
Video is no longer just cool.
It’s a necessity
2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 04
Source: Regalix Research, June 2013
3.4% 8.0%
96.6%
Yes
78.3%
92.0%
90.3% 73.9%
86.4%
66.7%
Video
Webinar
Whitepaper
Websites
Newsletter
Email
Articles
17.4%
6.5%
17.4%
4.5%
19.0%
No Considering (in 3 months)
4.3% 3.2% 8.7% 9.1% 14.3%

6. As marketers define the optimal marketing mix, they typically use three measures of channel performance: the
channel’s reach, its impact on driving conversions, and return on initial investment (ROI). The survey results
show that channels performance varies along these different metrics.
Events and search are key to content
marketing success
2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 05
Source: Regalix Research, June 2013
Reach
Search
(Organic)
Email Mobile Social Media Website Display Paid Search Events
Conversions Return to investments (ROI)
Ranked on a scale of 0 to 5
2.62
2.96
2.19
2.19
2.50
2.48
2.97
2.29
2.39
1.95
2.42
2.65
2.47
3.12
3.37
3.00
3.22
2.61
3.96
2.95
2.77
2.96
2.79
3.38
Reach: Most B2B marketers rank search engines as the best medium to access a larger target
audience and ensure brand reach.
Conversions: Marketers see events as the best means for conversions. Websites rank a close
second for converting prospects due to their ability to capture lead information and track
lead status through integrations with CRM and marketing automation platforms.
ROI: Events again rank the highest for efficiency and return on investment, followed closely
by search and email.

7. B2B marketers prefer different content asset types for different stages of the sales cycle.
Webinars top the effectiveness index by accomplishing marketing objectives across multiple
stages and converting leads to customers. The table below indicates the preferred content
asset for each stage of the B2B sales process. Future surveys will examine post-sales content
trends
Webinars help convert leads
to customers
2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 06
Source: Regalix Research, June 2013
Creating
Awareness
Video
Webinar
Whitepaper
Newsletter
Websites
Articles
Emails
Generating
Leads
Nurturing
Prospects
Activating
Engagements
Influencing
Purchase
Sales Cycle
ContentAssets

8. 2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 07
Creating awareness
83% of B2B marketers find video helpful for awareness-based marketing campaigns.
Webinars are ranked the lowest, with only 22% of marketers investing in webinars for
awareness campaigns.
Generating leads
Webinars are the clear leader; 68% of B2B marketers rank webinars as the best content
marketing strategy for lead generation. Only 20% of B2B marketers use articles for their lead
generation campaigns.
Nurturing prospects
When it comes to lead nurturing, marketers prefer newsletters (52%) and webinars (50%)
over other content types. Videos rank the lowest for nurturing prospects.
Influencing purchase
35% of B2B marketers feel that articles are the best trigger to influence a purchase and
close a sale. Websites rank the lowest on the influential content scale.

9. As content marketing is becoming a mainstream B2B marketing tactic, B2B marketers must
align content channel strategies with marketing objectives.
As this survey shows, different content types and channels are appropriate for objectives.
The channel strengths will dictate content development investments. For example,
marketing organizations that want to increase awareness and brand reach would do well
to focus efforts on attracting search engines with SEO-rich content and developing video
content. If instead the marketing organization is pressed for lead generation on a tight
budget, online events like webinars are a proven strategy for generating leads while
optimizing marketing spending.
Summary
About the analyst’s
Greg is the executive vice president and principal analyst serving
Product Marketing Professionals. He leads Regalix Research
research on how Software, IT and Internet companies develop and
execute digital marketing strategies by aligning business and brand
goals with sales enablement across all channels.
PRISCILLA SELWINE
Associate Director
Priscilla’s research is focused on B2B content creation and
distribution practices that enable product marketing professionals
deliver targeted sales enablement material. Her research combines
creative with scientific measurement that creates real digital
marketing leverage.
GREG SHERWIN
Executive Vice President
2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 08

10. About Regalix Research
For more information Regalix Research
Headquartered in Silicon Valley, we help the CMO organization leverage emerging digital
practices for creating marketing leverage as they bring new products and innovation to
market. Regalix Research helps marketers through research-based insights, consulting and
peer-to-peer programs that guide marketing strategy development and execution. Our
focus is helping Technology companies leverage innovation and best practices to create
real differentiation. Our analysts are practitioners with a successful track record of
delivering real marketing results for both leading Fortune 500 companies as well as venture
backed firms.
Regalix is an award-winning Global Innovation company that leverages technology and
marketing to help companies grow. We create successful ventures with our clients through
co-innovation and idea-driven frameworks that inspire companies to think different. We
bring ideas to life by envisioning new companies, developing brands, engineering
products, and designing technology platforms. Founded in 1998, Regalix is based in Palo
Alto. Our Silicon Valley setting has enabled us to stay ahead of emerging trends in digital
technology and marketing.
For over a decade, we have provided complete marketing services – Social, Mobile,
Content, Multi-channel Campaigns, Technology Development, and Analytics – to
companies such as CA Technologies, Citi, Apple, eBay, Cisco, VMWare, NetApp, Cypress, LSI,
Keynote, and MetricStream
To find out how Regalix Research can help you,
please contact our office, or visit us at
http://research.regalix.com/
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Palo Alto, CA 9 4303
Phone: 650 - 331 - 1167
Email: research@regalix-inc.com