B2B enterprise marketers approach content marketing differently than their overall B2B peers in three key ways: 1) They use more content marketing tactics on average, citing 16 tactics compared to 12 for all B2B marketers, 2) They outsource content creation more at 65% versus 43% for all B2B marketers, and 3) They are more challenged with lack of integration across marketing functions at 58% versus 25% for all B2B marketers.

1. B2B Enterprise Content Marketing:
2013 Benchmarks, Budgets, and Trends – North America

2. 2
FOREWORD
Hello Enterprise Marketers!
Welcome to B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America.
When we recently surveyed 1,416 business-to-business (B2B) marketers from North America, we found that B2B enterprise marketers, when
compared with the entire sample:
 Use more content marketing tactics
 Outsource content creation more often
 Are more often challenged with lack of integration across marketing.
There also are similarities. No matter what size their company:
 Approximately half of all B2B marketers plan to increase their content marketing budgets over the next 12 months
 Nearly all marketers segment their content in at least one way
 Just over 30% rate their organizations as effective at content marketing.
Despite the struggle with effectiveness, marketers from companies of all sizes appear to believe that continued investment in content
marketing will pay off: Approximately half of those who rate their organizations as least effective are planning to increase their content
marketing spend by nearly as much as their more successful peers are.
In this report, we take a closer look at how B2B enterprise marketers approach content marketing when compared with their B2B peers
overall.* We think you’ll find the results interesting.
On with the content marketing revolution…
Joe Pulizzi
Founder
Content Marketing Institute
*See page 19 for study demographics.

3. 3
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo
95% of B2B enterprise marketers use content marketing.
OVERVIEW
Percentageof B2B Enterprise Marketers
Using Content Marketing
95%
use content
marketing
5%
do not
use content
marketing

4. 4
B2B enterprise marketers use an average of
16 content marketing tactics.
CONTENT MARKETING BY TACTIC
Number of Tactics
B2B Enterprise Marketers Use
27%
21%
22%
12%
11%
0 10 20 30 40
1%
20+Tactics
16-19Tactics
13-15Tactics
10-12Tactics
5-9Tactics
1-4Tactics Average: 16
 B2B enterprise marketers use more
tactics than their B2B peers overall,
who use an average of 12.
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo

5. 5
2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
CONTENT MARKETING BY TACTIC
Case
Studies
Content Marketing Usage Among
B2B Enterprise Marketers
(by Tactic)
0
20
40
60
80
100
In-person
Events
Articles
on
Your
Website
Social
Media—Other
than
Blogs
eNewsletters
Microsites
Articles
on
Other
Websites
Blogs
Branded
Content
Tools
Infographics
Research
Reports
Print
Magazines
Mobile
Content
Mobile
Apps
Annual
Reports
Licensed/Syndicated
Content
Virtual
Conferences
Podcasts
Digital
Magazines
Books
eBooks
Games/Gamification
Videos
87%
86%
Webinars/Webcasts
82%
78%
85%84%
73%
79%
78%
70%
69%
60%
51%
64%
46%
49%
47%
42% 42%
44%
41%
38%
35%
Print
Newsletters
31%
33%
17%
White
Papers
 B2B enterprise marketers use videos
the most, whereas their B2B peers
overall use social media (other than
blogs) the most (87%).
 B2B enterprise marketers use all of
these tactics more often than their
B2B peers overall do.

6. 6
TACTIC EFFECTIVENESS
 Like their B2B peers overall (67%), B2B
enterprise marketers consider in-person
events to be the most effective content
marketing tactic.
Confidence Gap
Effectiveness Ratings of Tactics Among
B2B Enterprise Marketers
71%
70%
69%
65%
63%
60%
59%
55%
52%
50%
29%
30%
31%
35%
37%
40%
41%
45%
48%
50%
BelieveIt’sEffective BelieveIt’sLessEffective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
In-personEvents
CaseStudies
ResearchReports
WhitePapers
Videos
Webinars/Webcasts
BrandedContentTools
Microsites
Licensed/SyndicatedContent
eNewsletters
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo

7. 7
SOCIAL MEDIA USAGE
80%
76%
74%
71%
12%
20%
4%
16%
6%
1%
4%
2%
2%
4%
Facebook
Twitter
YouTube
LinkedIn
Pinterest
Google+
SlideShare
StumbleUpon
Flickr
7% Other
Tumblr
Vimeo
Quora
Foursquare
Instagram
PercentageofB2BEnterpriseMarketers
WhoUseVariousSocialMediaPlatforms
toDistributeContent
0 20 40 60 80 100
 B2B enterprise marketers use an
average of four social media platforms,
whereas their B2B peers overall use an
average of five.
 B2B enterprise marketers use
Facebook as often as their B2B peers
overall do; however, they use Twitter
(76% vs. 80%) and LinkedIn
(71% vs. 83%) less often, and they
use YouTube (74% vs. 61%) more often.
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo

8. 8
B2B enterprise marketers cite brand awareness
as their top goal for content marketing.
ORGANIZATIONAL GOALS
 Brand awareness is the top goal for
B2B enterprise marketers and their
B2B peers overall.
 B2B enterprise marketers (52%) put
more emphasis on lead management/
nurturing than their B2B peers overall
(45%) do; however, most of the other
goals cited here are similar for both
groups.
Organizational Goals for
Content Marketing
(B2B Enterprise Companies)
84%
73%
69%
69%
68%
68%
58%
52%
45%
BrandAwareness
LeadGeneration
CustomerAcquisition
CustomerRetention/Loyalty
Engagement
ThoughtLeadership
WebsiteTraffic
Sales
LeadManagement/Nurturing
10
0 20 30 40 50 60 70 80 90 100
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo

9. 9
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo
MEASUREMENT CRITERIA
 Like their B2B peers overall (60%),
B2B enterprise marketers most often
use website traffic to measure content
marketing success.
B2B enterprise marketers most often use
website traffic to measure content marketing success.
MeasurementCriteria for
Content Marketing Success
(B2B EnterpriseCompanies)
64%
51%
48%
41%
39%
36%
34%
33%
30%
23%
23%
21%
15%
7%
10
0 20 30 40 50 60 70 80 90 100
WebsiteTraffic
SalesLeadQuality
SalesLeadQuantity
DirectSales
TimeSpentonWebsite
QualitativeFeedbackfromCustomers
SEORanking
SocialMediaSharing
InboundLinks
BenchmarkLiftofCompanyAwareness
BenchmarkLiftofProduct/ServiceAwareness
IncreasedCustomerLoyalty
Cross-selling
CostSavings

10. 10
BUDGET
46% of B2B enterprise marketers plan to increase their
content marketing budget over the next 12 months.
 Fewer B2B enterprise marketers
(46%) plan to increase their content
marketing budgets, when compared
with their B2B peers overall (54%).
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo
Content MarketingSpending
AmongB2B Enterprise Marketers
(Over Next 12 Months)
Decrease
6%
40%
Increase
6%
Significantly
Increase
37%
Remainthe
Same
Unsure
11%

11. 11
BUDGET
 B2B enterprise marketers who rate
their companies as most effective at
content marketing allocate more
budget (33%) to content marketing
than the average B2B enterprise
marketer (24%); those who rate
their companies as least effective
allocate just 16%.
On average, B2B enterprise marketers allocate 24%
of their budget to content marketing.
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo
Percentage of Marketing Budget Spent
onB2BContentMarketing
24%
22%
31%
42%
0 10 20 30 40 50 60
Enterprise(1,000+Employees)
Midsize(100-999Employees)
33%
Overall
Small(10-99Employees)
Micro(Fewerthan10Employees)

12. 12
INSOURCING VS. OUTSOURCING
 B2B enterprise marketers (65%)
outsource content creation more
frequently than their B2B peers
overall (43%) do.
2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
Insourcing vs. Outsourcing
of Content Creation
(B2B Enterprise Companies)
35%
0%
65%
0 10 20 30 40 50 60 70
In-HouseOnly
OutsourcedOnly
Both
65% of B2B enterprise marketers outsource
content creation.

13. 13
SEGMENTATION
 92% of B2B enterprise marketers
tailor their content in at least one
way, compared with 91% of their
B2B peers overall.
How B2B Enterprise Marketers
Tailor Content
51%
50%
57%
0 10 20 30 40 50 60 70 80
CompanyCharacteristics
PersonalizedContentPreferences
8%
None
8%
Other
ProfileofIndividualDecisionMakers
19%
Stage in the Buying Cycle
2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
Nearly all B2B enterprise marketers segment their content.

14. 14
CONTENT MARKETING CHALLENGES
 B2B enterprise marketers (53%)
are less challenged with producing
enough content than their B2B peers
overall (64%) are; however, they are
more challenged in nearly all other
areas shown here, especially with
lack of integration across marketing
(58% vs. 25%).
Producing the kind of content that engages is the
top challenge faced by B2B enterprise marketers.
Challengesthat B2B Enterprise
Content Marketers Face
58%
58%
22%
LackofIntegrationAcrossMarketing
ProducingtheKindofContentthatEngages
48%
38%
42%
LackofBudget
45%
FindingTrainedContentMarketingProfessionals
38%
ProducingaVarietyofContent
10
0 20 30 40 50 60 70 80 90 100
ProducingEnoughContent 53%
LackofKnowledge,Training,andResources
InabilitytoMeasureContentEffectiveness
LackofBuy-in/Vision
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo

15. 15
CONTENT MARKETING CHALLENGES
 Producing the kind of content that
engages is the biggest challenge for
B2B enterprise marketers (20%),
whereas producing enough content
is the biggest challenge for their
B2B peers overall (29%).
 Three-times more B2B enterprise
marketers (13%) say lack of
integration across marketing is
their biggest challenge, when
compared with their B2B peers
overall (4%).
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo
Biggest Content MarketingChallenge
forB2BEnterprise Marketers
20%
17%
3%
ProducingEnoughContent
ProducingtheKindofContentthatEngages
12%
6%
8%
LackofBudget
9%
FindingTrainedContentMarketingProfessionals
6%
LackofBuy-in/Vision
10
0 20 30 40 50 60 70 80 90 100
LackofIntegrationAcrossMarketing 13%
ProducingaVarietyofContent
LackofKnowledge,Training,andResources
InabilitytoMeasureContentEffectiveness

16. 16
OVERALL EFFECTIVENESS
 B2B enterprise marketers and
their B2B peers overall rate their
organizations fairly similar in terms
of content marketing effectiveness.
Just 32% of B2B enterprise marketers believe
they are effective at content marketing.
How B2B Enterprise Marketers Rate the
Effectiveness of Their Organization’s
Use of Content Marketing
4%
28%
51%
13%
2%
Very Effective
Not At All Effective
10
0 20 30 40 50 60 70 80 90 100
5
4
3
2
1
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo

17. 17
OVERALL EFFECTIVENESS
Profile of a best-in-class B2B enterprise marketer.
Comparison of Most Effective B2B EnterpriseContentMarketers
with Least Effective B2B EnterpriseContentMarketers
Percentageofmarketingbudget
allocatedtocontentmarketing
Averagenumberoftacticsused
Averagenumberofsocialplatformsused
Plantoincreasecontentmarketing
spendoverthenextyear
Tailorcontenttoprofileof
decisionmaker
Challengedwithproducing
engagingcontent
Challengedwithproducing
enoughcontent
MostEffective Overall/Average LeastEffective
33% 24% 16%
17 16 12
4 4 3
47% 46% 47%
71% 57% 25%
44% 58% 78%
52% 53% 72%
2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

18. 18
OVERALL EFFECTIVENESS
The most effective B2B enterprise marketers:
 Allocate a greater percentage of their marketing budget to content marketing
 Use more content marketing tactics
 Tailor content to specific profiles/personas much more frequently
 Are far less challenged with producing engaging content
Profile of a best-in-class B2B enterprise content marketer.

19. 19
DEMOGRAPHICS
B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America was produced by
Content Marketing Institute and sponsored by Marketo.
This report is based on the responses of 216 enterprise (1,000+ employees) marketers who were part of a
larger business-to-business (B2B) North America (United States and Canada) survey, from which the overall
comparisons in this report were drawn (for more information, see B2B Content Marketing: 2013 Benchmarks,
Budgets, and Trends—North America). The electronic survey was mailed to a sample of B2B marketers from
among subscribers of MarketingProfs and Content Marketing Institute in August 2012. A total of 1,416 B2B
marketers from North America responded, representing a full range of industries (advertising/marketing,
software, consulting, manufacturing, healthcare, finance, and others), functional areas, and company sizes.
Special thanks to MarketingProfs for their participation in the overall B2B comparisons used in this report.
Industry Classification,B2BEnterprise
Manufacturing
Other
Software Design/
Development/Distribution
Healthcare/Medical/
Pharmaceutical
Advertising/
Marketing
Banking/
Accounting/Financial
Computer & Peripheral
Equipment
Business
Services (Other)
Insurance
Publishing/
Media
Telecommunications
16%
23%
16%
9%
7%
6%
6%
5%
4%
4%
4%
Size of Company, B2B Enterprise
(by Employees)
10,000 or more
39%
5,000-9,999
15%
1,000-4,999
46%
JobTitle/Function, B2BEnterprise
Marketing/Advertising/
Communications/PR
62%
Marketing
Administration/Support
9%
Content
Creation/Management
9%
General
Management
Other
6%
5%
Sales/Business
Management
Corporate
Management/Owner
Consulting
4%
2%
2%
Sales
Administration/Support
2%
2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

20. 20
About the Content Marketing Institute:
The Content Marketing Institute (CMI) is the leading global
content marketing education and training organization. CMI
teaches enterprise brands how to attract and retain customers
through compelling, multi-channel storytelling. CMI’s Content
Marketing World event is the largest content marketing-focused
event. CMI also produces the quarterly magazine Chief Content
Officer, and provides strategic consulting and content marketing research for some of the best-known
brands in the world. Get more content marketing resources at ContentMarketingInstitute.com. CMI is a
division of Z Squared Media, a 2012 Inc. 500 company.
About Marketo: Marketing Software. Easy, Powerful, Complete.
Marketo® uniquely provides an easy-to-use, powerful, and complete marketing software platform that
propels fast-growing small companies and global enterprises alike. Marketo marketing automation and
sales effectiveness software streamlines marketing processes, delivers more campaigns, generates more
win-ready leads, and improves sales performance. With proven technology, comprehensive services, and
expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost
center into a revenue driver. Learn how Marketo’s enterprise-ready marketing software helps companies
worldwide prove and improve the ROI of their marketing efforts.
Marketo and the Marketo logo are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners.
View additional content marketing
research at the CMI website. For more
insights on content marketing in the
software industry, register for the
Content Marketing World Tech Summit
being held September 12, 2013 in Cleveland.