Effectiveness of B2B content types in customer journey stages in North America 2018

Most effective content types in demand generation during various stages of buyer's journey according to B2B marketers in North America as of July 2018

CharacteristicEarly stage (awareness/interest)Middle stage (consideration/intent)Late stage (evaluation/purchase)
Blog posts/articles 73% 21% 6%
Case studies 18% 42% 40%
E-books 56% 39% 6%
In-person events 35% 33% 32%
Interactive content 46% 46% 8%
Podcasts 57% 35% 7%
Videos 54% 4% 6%
Webinars 36% 47% 17%
White papers 34% 53% 14%
Other 36% 37% 27%
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Sources

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Release date

October 2018

Region

North America

Survey time period

June and July 2018

Number of respondents

192 respondents

Special properties

among B2B marketers

Method of interview

Email survey

Supplementary notes

Question: In Which Stage of the Buyer’s Journey Is Each Content Type Most Effective When Used for Demand Generation Purposes?
Effective was defined as succeeding at moving leads/potential customers to the next stage (e.g., generating an initial inquiry, nurturing a lead through the buying process or convincing/persuading someone to make a purchase) based on your organization’s specific objectives.

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Statistics on " B2B advertising and marketing in the U.S. "

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