Business-to-Business (B2B) Enterprise Marketers Challenged with Content Marketing Integration

70% of B2B enterprise marketers are creating more content than they did one year ago, but only 41% have a documented content marketing strategy in place to guide their efforts

Apr 22, 2014, 10:00 ET from Content Marketing Institute

CLEVELAND, April 22, 2014 /PRNewswire/ -- A new study, B2B Enterprise Marketing: 2014 Benchmarks, Budgets and Trends—North America, has been published by the Content Marketing Institute. According to the report, sponsored by Marketo, the two biggest content marketing challenges for business-to-business (B2B) enterprise (1,000+ employees) marketers are "lack of integration" and "producing engaging content."

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Other key findings:

  • Only 32% of B2B enterprise marketers say their organizations are effective at content marketing; that number rises to 49% if the marketer has a documented content marketing strategy
  • The top three tactics that B2B enterprise marketers use most frequently are in-person events (90%), social media content – other than blogs (88%), and videos (88%)
  • LinkedIn and Twitter (tied at 87%) have replaced Facebook (83%) as the social media platform that B2B enterprise marketers use most frequently to distribute content
  • B2B enterprise marketers, on average, allocate 25% of their total marketing budget to content marketing; 52% plan to increase their content marketing budget over the next 12 months.

"When we look at year-over-year data, we see that B2B enterprise marketers are doing a better job producing enough content—it's producing engaging content that continues to be their biggest challenge," says Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing. "In addition, even though enterprise marketers are creating more content, only 41% have a documented content strategy in place to guide their efforts."

B2B Enterprise Content Marketing: 2014 Benchmarks, Budgets and Trends--North America reports on the findings of 241 business-to-business (B2B) enterprise marketers (1,000+ employees) who replied to the fourth annual Content Marketing Survey conducted by Content Marketing Institute and MarketingProfs in July and August 2013. The full report can be downloaded here.

About the Content Marketing Institute
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, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. 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. CMI is a 2012 and 2013 Inc. 500 company.

About Marketo
Marketo provides the leading marketing software for companies of all size to build and sustain engaging customer relationships. Spanning today's digital, social, mobile and offline channels, Marketo's® customer engagement platform powers a set of breakthrough applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo's applications are known for their ease-of-use, and are complemented by the Marketing Nation™, a thriving network of more than 250 LaunchPoint™ ecosystem partners and over 40,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and a joint-venture in Japan, Marketo serves as a strategic marketing partner to more than 3,000 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit

SOURCE Content Marketing Institute