3 Key Takeaways B2B Marketers Need to Know From the Campaign Confidence Gap Report
December 15, 2016 | Dan Trefethen
In case you haven’t heard, Demand Gen Report just released the results of a brand new survey on the effectiveness of content-enabled campaigns.
You might be asking, wait, what’s a content-enabled campaign? You can go here to get the full story, but for the purposes of this survey, DGR defines a content-enabled campaign as a series of strategies to align content and demand generation that creates a dialogue with your audience.
The entire survey report is worth your time, but we know you’re busy. Here are the three biggest takeaways from the report, and what they mean for the future of content marketing.
1. Only 18 percent of B2B marketers are extremely confident in the effectiveness of their campaigns.
This statistic should raise some red flags. Four in five B2B marketers are creating something, spending time and resources, and they’re not sure if it’s going to be effective.
If you’re not fully confident in your own work, how can you expect anyone else to believe in its message? Confidence starts with research and a comprehensive understanding of the whole buyer’s journey. It’s the marketer’s responsibility to have sufficient knowledge of his or her audience to create a campaign that will effectively generate demand and increase engagement.
A possible source of the campaign-launch shakiness is that marketers may be focusing too much on status-quo practices, and not enough on really catering to their ever-evolving audience.
2. 94 percent of B2B marketers are already using or are planning to use content as a central component of their campaign strategy, but 40 percent said they don’t have the resources to create enough content.
Okay, now the first half of this statistic is a little bit more reassuring, but the second half does not evoke the same feelings.
It’s promising to see that so many marketers are embracing content as an effective means of outreach. At the same time, though, nearly half of B2B marketers don’t have adequate resources to effectively create the amount of content that they need.
This is important because, as industry expert Matt Heinz explained in the report, content is too significant to just produce haphazardly.
That is a serious problem for the industry, and on one hand you may think the solution is more budget into creative resources and content creators, however, what marketers should really focus on is better scalability with their current resources. How to get more out what you already produce.
3. Among B2B marketers that are using content-enabled campaigns, not a single marketer saw a decline in open rates or click-through rates for those campaigns.
At the very least, content-enabled campaigns are just as effective as more traditional marketing campaigns. But at the most, content-enabled campaigns are significantly more effective at driving demand and engaging customers in each stage of the funnel.
Simply put, content-enabled campaigns work.
Over 50 percent of marketers using content-enabled campaigns saw open rates increase by at least 20 percent, and over 65 percent of marketers saw click-through rates increase by more than 5 percent.
These numbers aren’t outliers – they represent a substantial increase over traditional campaigns, and they can’t be ignored.
Campaign with Content
While plenty of marketers have a ways to go in terms of creating effective content-enabled campaigns, it’s clear that these campaigns have already yielded a great amount of success for some.
So educate yourself, test solutions and content formats to see what works for your audience , test again, and then put your practices into action. What we covered above is just the tip of the iceberg from the Campaign Confidence Gap. Check out the full report to help guide your strategy for 2017 below.