Being in the business of marketing a risk funding and employee benefits consulting firm (my real job), business to business (B2B) content marketing is something that is near and dear to my heart.
As anyone in B2B marketing can attest, it is a much different animal than your typical consumer marketing. Generally, B2B digital marketing is about making sure you develop quality, valuable content, get it into the right hands and then be sure to followup with the recipient and forge an online, then off relationship.
Here is an interesting infographic I recently stumbled on from marketing software-maker Ambassador that gives us a pretty good snapshot of where B2B content marketing stands in terms of marketer opinions, spending and tactics. It is a general look, but an interesting one.
Honestly, I am a bit surprised at the digital marketing spend increase reported in this graphic. There are clearly B2B industries that get it and do it very well, but there are also a number of more traditional industries that have been very slow to adopt digital. Maybe some of these traditional businesses are starting to come around and realize the benefits of using digital to the decision maker and position your company as one that can add value to theirs.
Anyways, enjoy the infographic and please don't hesitate to leave a comment and share your B2B content marketing observations...
B2B: 2013 And Beyond – An infographic by the team at Ambassador
Image credit: Liam Dunn via flickr