Elevating B2B Content

What B2B CMOs Need to Know About Content Marketing

About This Report
Content marketing is essential in B2B marketing. But too often, companies focus on marketing tactics instead of grounding their approach in strategy. B2B CMOs can improve results by elevating a quality content marketing strategy to align with their company’s business objectives.

Executive Summary

B2B CMOs miss a valuable opportunity when they neglect to align content marketing with organizational objectives. This is especially critical in today’s crowded market that is overflowing with digital content. B2B CMOs who understand how to address their audience’s needs and expectations can influence budgetary and companywide strategic decisions, grow revenues, improve brand equity, and boost market share.

Key Question: Why do B2B CMOs need to make content marketing a priority?

KEY STAT: Only 8% of B2B marketers worldwide rate their teams’ ability to demonstrate content marketing ROI as excellent.

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    Table of Contents

    1. Executive Summary
    2. Content Marketing Growth Has Escalated Through the Pandemic
    3. Where’s the Disconnect for Content Marketers?
    1. How CMO Engagement Elevates the Content Program
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Jay Baer
    Convince & Convert
    Founder and Marketing Expert
    Interviewed April 19, 2022
    Michael Brenner
    Marketing Insider Group
    CEO and CMO Influencer
    Interviewed April 19, 2022
    Kristina Halvorson
    Brain Traffic
    Founder and CEO
    Interviewed May 5, 2022
    Matt Heinz
    Heinz Marketing
    Interviewed April 28, 2022
    Drew Neisser
    Founder and CEO
    Interviewed May 4, 2022
    Chris Penn
    Co-Founder and Chief Data Scientist
    Interviewed April 25, 2022
    Robert Rose
    The Content Advisory
    Founder and Chief Strategy Officer
    Interviewed April 20, 2022

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    Kelsey Voss


    Paul Briggs
    Principal Analyst
    Justin DeVoursney
    Graphic Designer
    Dave Frankland
    Principal Analyst, Marketing
    Wendy Malloy
    Melissa Rosenberg
    Senior Researcher
    Patty Soltis