B-to-B Going Interactive With Content Marketing

B-to-B photoGated PDFs aren’t yielding the leads they want, B-to-B marketers tell researchers. Interactive content marketing, including video, surveys, interactive infographics, ROI calculators and assessments bring in the right prospects, they say.

“B-to-B buyers now not only expect content that is relevant and compelling to their specific needs,” writes SnapApp, the company that sponsored the survey conducted by Demand Gen Report, “but they are also increasingly less tolerant of campaigns that fail to speak to their unique areas of interest.”

In announcing the “The Campaign Confidence Gap” study on Dec. 7, SnapApp said B-to-B marketers weren’t pleased with the results of traditional content marketing campaigns. [Author’s note: SnapApp’s full report is a gated PDF.]

“The new survey reveals that as pressure mounts for B-to-B marketers to deliver high-quality and highly targeted leads, an astounding 82 percent reported being only ‘somewhat confident’ or ‘not very confident’ in the effectiveness of their campaigns,” writes SnapApp, a Boston-based provider of an interactive content delivery platform.

Here’s what SnapApp says about interactive content used by B-to-B marketers:

  • Among B-to-B marketers who are using content-enabled campaigns, more than half (54 percent) saw open rate improvements of at least 20 percent, while 66 percent also saw at least a 5 percent increase in clickthrough rates.
  • The top of the funnel saw the biggest benefits, as 66 percent of B-to-B marketers noted that their content-enabled campaigns produce a greater response to these lead-generation offers.
  • The use of interactive content is expected to increase dramatically in the next 12 to 24 months, with 87 percent of B-to-B marketers predicting at least 10 percent of their content will be interactive.
  • The top five content formats B-to-B marketers are using or plan to use for content-enabled campaigns include; video (95 percent), surveys (92 percent), interactive infographics (85 percent), ROI calculators (84 percent) and assessments (82 percent).

SnapApp B-to-B interactive content research

What do you think, marketers? Are gated PDFs truly through?

Please respond in the comments section below.


Heather Fletcher is senior content editor with Target Marketing.
Publish date: December 16, 2016 https://dev.adweek.com/performance-marketing/b-b-going-interactive-content-marketing/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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