White Papers & Sponsored Email Are Top B2B Content Marketing Lead-Gen Tactics [Study]

content-marketing-200pxContent marketing comes in many forms, but white papers and sponsored email are the two top tactics for B2B lead-generation according to a new Business.com report published this week.

Business.com surveyed more than 500 of its active pay-per-lead advertisers in May, asking a variety of questions related to lead generation tactics and strategies. Respondents came from a variety of industries including financial services, marketing, credit card processing and telecommunications.

More than 50 percent of those surveyed said white papers are a “valuable” or “extremely valuable” source of leads, making it the top option of the choices included on the survey.


Sponsored email was rated “valuable” or “extremely valuable” by 38.2 percent of respondents, while product feature guides were seen as valuable by 35.1 percent of those who took the survey. Video (34.6 percent) and webinars (34.2 percent) were also popular content marketing options for B2B lead generation.

But the report also points out that some B2B marketers are hesitant about content marketing because “these leads may deliver buyers that are too early in the purchase process.”

The full Business.com 2013 Lead Generation Insights report is available as a free download, but an email address is required.

Related Topics: Channel: Content Marketing | Content Marketing | Statistics: General


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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