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2016 Benchmarks, Budgets,
and Trends—North America

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Welcome....................................................................................................................

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WELCOME
Greetings, Content Marketers,
Welcome to the sixth annual B2B Content Marketing Benchmarks, Budgets, and Trends—...

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24
GOALS  METRICS
What is THE MOST
important metric
your organization uses?
Most B2B marketers say sales lead quality is
t...

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24
GOALS METRICS
What is THE MOST
important metric
your organization uses?
Most B2B marketers say sales lead quality is
the most important metric. The exception
is micro-size organizations (1-9 employees),
which are more focused on sales (32%) than
sales lead quality (24%).
The Most Important Metric
B2B Content Marketers Use
SalesLeadQuality
Sales
HigherConversion
Rates
Sales
Lead
Quantity
Brand
Lift
WebsiteTraffic
SubscriberGrowth
Other
31%
23%13%
9%
7%
5%
3%
3%
SEORanking
6%
SAY SALES
LEAD QUALITY
31%
2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
SPONSORED BY

24
GOALS METRICS
What is THE MOST
important metric
your organization uses?
Most B2B marketers say sales lead quality is
the most important metric. The exception
is micro-size organizations (1-9 employees),
which are more focused on sales (32%) than
sales lead quality (24%).
The Most Important Metric
B2B Content Marketers Use
SalesLeadQuality
Sales
HigherConversion
Rates
Sales
Lead
Quantity
Brand
Lift
WebsiteTraffic
SubscriberGrowth
Other
31%
23%13%
9%
7%
5%
3%
3%
SEORanking
6%
SAY SALES
LEAD QUALITY
31%
2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
SPONSORED BY

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