B2B marketing in the U. S. - Statista Dossier Statista Dossier © Statista, Inc. (NY)

Table of Contents B2B marketing in the U. S. - Statista Dossier

Industry overview 0707 Growth of the global B2B media revenue , by platform 0808 Quarterly revenue of B2B media industry in the U.S B2B e-commerce volume in the United States B2B ad spend growth in the U.S B2B ad spend growth in the U.S. 2014, by medium 1212 CRM industry revenue in the U.S Budgeting 1414 Allocation of B2B marketing budgets in North America Change of B2B content marketing budgets in North America Content marketing budgets as share of total budgets in North America Share of digital in B2B marketing spending in the U.S B2B demand generation: cost-per-lead in the U.S. 2014, by channel Marketing strategies 2020 B2B marketing: leading customer marketing acitivities worldwide Leading content distribution platforms for B2B marketing in the U.S. 2014

2222 Software solutions used for B2B demand generation in the U.S Marketing automation platforms used by B2B marketers in the U.S B2B lead generation: incentives offered Most valuable B2B marketing automation system features 2015 Marketing effectiveness 2727 Marketing channels driving revenue according to U.S. B2B and B2C marketers Most important attributes of effective B2B content marketing B2B lead generation: most effective tactics worldwide B2B event marketing: most effective channels according to marketers in B2B lead-to-deal conversion rates in the U.S. 2014, by channel marketing performance in the business services sector in N. America Effectiveness of B2B social media content marketing tactics in North America 2014 Content marketing 3535 Use of content marketing among B2B marketers in North America Organizational goals for content marketing in North America B2B content marketing challenges in North America Departments in charge of B2B content marketing in North America 2014

3939 Leading content distribution platforms for B2B marketing in the U.S Advertising usage among B2B content marketers in North America Effectiveness ratings of B2B content marketing tactics in North America 2014

Industry overview B2B marketing in the U. S. - Statista Dossier

Industry overview Further information regarding this statistic can be found on page 43.page 43 7 Compound annual growth rate of global business-to-business media revenue between 2013 and 2018, by platform Growth of the global B2B media revenue , by platform Note: Worldwide; forecast Source: PwC; ID ID

Industry overview Further information regarding this statistic can be found on page 44.page 44 8 Revenue of B2B media industry in the United States from 1st quarter 2012 to 2nd quarter 2014 (in billion U.S. dollars) Quarterly revenue of B2B media industry in the U.S Note: United States; includes revenue for events, print, digital and data Source: ABM; ID ID

Industry overview Further information regarding this statistic can be found on page 45.page 45 9 B2B e-commerce volume in the United States from 2006 to 2013 (in billion U.S. dollars) B2B e-commerce volume in the United States Note: United States; 2006 to 2013 Source: US Census Bureau; ID ID

Industry overview Further information regarding this statistic can be found on page 46.page Change in advertising spending of leading 100 business-to-business advertisers in the United States in 2013 and 2014 B2B ad spend growth in the U.S Note: measured media Source: Advertising Age; Kantar Media; ID ID

Industry overview Further information regarding this statistic can be found on page 47.page Change in advertising spending of the leading 100 business-to-business advertisers in the United States in 2014, by medium B2B ad spend growth in the U.S. 2014, by medium Note: measured media Source: Advertising Age; Kantar Media; ID ID

Industry overview Further information regarding this statistic can be found on page 48.page Customer relationship management (CRM) industry revenue in the United States from 2013 to 2018 (in billion U.S. dollars) CRM industry revenue in the U.S Note: United States; May 2013; forecast Source: Advertising Age; MarketsandMarkets; ID ID

Budgeting B2B marketing in the U. S. - Statista Dossier

Budgeting Further information regarding this statistic can be found on page 49.page Budget allocation of B2B marketing budgets in North America in 2015 Allocation of B2B marketing budgets in North America 2015 Note: North America; 2014; 18 years and older; 132 Respondents; among B2B senior marketing professionals from companies that sell primarily or in part to other businesses, who work at comopanies with100 or more employees and who have budget or management responsibility Source: MarketingCharts; Forrester Research; ID ID

Budgeting Further information regarding this statistic can be found on page 50.page Is your B2B content marketing spending going to increase or decrease over the next 12 months?* Change of B2B content marketing budgets in North America 2014 Note: North America; July and August 2014; 1,820; among B2B marketers Source: MarketingProfs; Content Marketing Institute; ID ID

Budgeting Further information regarding this statistic can be found on page 51.page Share of content marketing in marketing budgets in North America 2011, by company size Content marketing budgets as share of total budgets in North America 2011 Note: North America; August 2011; 1,092; among B2B marketers Source: MarketingProfs; Content Marketing Institute; ID ID

Budgeting Further information regarding this statistic can be found on page 52.page What percent of your marketing budget was spent on digital marketing? Share of digital in B2B marketing spending in the U.S Note: United States; 364 Respondents; among B2B marketing professionals Source: Advertising Age; Various sources (B2B Magazine); ID ID

Budgeting Further information regarding this statistic can be found on page 53.page Perception of lead generation cost (cost-per lead) among B2B marketers in the United States as of October 2014, by channel B2B demand generation: cost-per-lead in the U.S. 2014, by channel Note: United States; 200 Respondents; among B2B marketing professionals Source: Website (Software Advice); MarketingCharts; ID ID

Marketing strategies B2B marketing in the U. S. - Statista Dossier

Marketing strategies Further information regarding this statistic can be found on page 54.page Leading customer marketing activities used by B2B marketers worldwide as of September 2014 B2B marketing: leading customer marketing acitivities worldwide 2014 Note: August 13 to September 2, 2014; 237 Respondents; among B2B marketers Source: MediaPost; Website (Influitive); ID ID

Marketing strategies Further information regarding this statistic can be found on page 55.page Leading content distribution platforms for business-to-business marketing in the United States as of May 2014 Leading content distribution platforms for B2B marketing in the U.S Note: United States; as of May 2014; 364 Respondents; among B2B marketing professionals Source: Advertising Age; ID ID

Marketing strategies Further information regarding this statistic can be found on page 56.page Software solutions used for B2B demand generation in the United States as of October 2014 Software solutions used for B2B demand generation in the U.S Note: United States; 200 Respondents; among B2B marketing professionals Source: Website (Software Advice); ID ID

Marketing strategies Further information regarding this statistic can be found on page 57.page What marketing-allocation platform(s) do you actively use? Marketing automation platforms used by B2B marketers in the U.S Note: United States; September 2013; 18 years and older; 905 Respondents; among B2B marketing professionals Source: Advertising Age; Various sources (Pepper Global); ID ID

Marketing strategies Further information regarding this statistic can be found on page 58.page What did you offer prospects in return for their contact information or lead gen opt-in? B2B lead generation: incentives offered 2014 Note: Worldwide; February 2014; 399 Respondents; among B2B marketers Source: MediaPost; Chief Marketer; ID ID

Marketing strategies Further information regarding this statistic can be found on page 59.page What are the most valuable features of a marketing automation system? Most valuable B2B marketing automation system features 2015 Note: Worldwide; February 2015; among marketers, sales, and business professionals: 76 percent of respondents were B2B-focused Source: Ascend2; MarketingCharts; ID ID

Marketing effectiveness B2B marketing in the U. S. - Statista Dossier

Marketing effectiveness Further information regarding this statistic can be found on page 60.page Leading marketing channels influencing revenue growth according to B2B and B2C professionals in the United States in 2015 Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015 Note: 600 Respondents; among digital marketers Source: Various sources (Webmarketing123); MarketingCharts; ID ID

Marketing effectiveness Further information regarding this statistic can be found on page 61.page Leading attributes of content marketing effectiveness according to B2B marketing professionals as of January 2015 Most important attributes of effective B2B content marketing 2015 Note: Worldwide; North America; January 9 to 20, 2015; among senior B2B marketing leaders and business leaders: 72 percent of respondents were based in North America Source: Various sources (Regalix); MarketingCharts; ID ID

Marketing effectiveness Further information regarding this statistic can be found on page 62.page Most effective business-to-business lead generation tactics worldwide as of February 2014 B2B lead generation: most effective tactics worldwide 2014 Note: Worldwide; February 2014; 399 Respondents; among B2B marketers Source: MediaPost; Chief Marketer; ID ID

Marketing effectiveness Further information regarding this statistic can be found on page 63.page Most effective channels used to market B2B events according to marketers worldwide in 2014 B2B event marketing: most effective channels according to marketers in 2014 Note: Worldwide; North America; Novemebr 6 to 14, 2014; 212 Respondents; among senior marketing execs and business leaders Source: MarketingCharts; Various sources (Regalix); ID ID

Marketing effectiveness Further information regarding this statistic can be found on page 64.page Lead-to-deal conversion rate among B2B companies in the United States in October 2014, by channel B2B lead-to-deal conversion rates in the U.S. 2014, by channel Note: United States; October 2014; based on CRM data from clients of Implisit; broader industry metrics may vary Source: Various sources (Implisit); ID ID

Marketing effectiveness Further information regarding this statistic can be found on page 65.page marketing performance metrics in the business products and services sector in North America from Q to Q marketing performance in the business services sector in N. America 2014 Note: North America; Q to Q Source: Epsilon; Experience Council; ID ID

Marketing effectiveness Further information regarding this statistic can be found on page 66.page How do you assess the effectiveness of the following social media platforms for B2B marketing? Effectiveness of B2B social media content marketing tactics in North America 2014 Note: North America; July and August 2014; 1,820; among B2B marketers Source: MarketingProfs; Content Marketing Institute; ID ID

Content marketing B2B marketing in the U. S. - Statista Dossier

Content marketing Further information regarding this statistic can be found on page 67.page Use of content marketing among B2B marketers in North America from 2012 to 2014 Use of content marketing among B2B marketers in North America Note: North America; July and August 2014; 2012: n=1,416; 2013: n=1,217, 2014: n=1,820; among B2B marketers Source: MarketingProfs; Content Marketing Institute; ID ID

Content marketing Further information regarding this statistic can be found on page 68.page What are the goals for content marketing in your company? Organizational goals for content marketing in North America 2014 Note: North America; July and August 2014; 1,820; among B2B marketers Source: MarketingProfs; Content Marketing Institute; ID ID

Content marketing Further information regarding this statistic can be found on page 69.page Largest B2B content marketing challenges in North America as of August 2014 B2B content marketing challenges in North America 2014 Note: North America; July and August 2014; 1,820; among B2B marketers Source: MarketingProfs; Content Marketing Institute; ID ID

Content marketing Further information regarding this statistic can be found on page 70.page Departments responsible for B2B content marketing in North America as of August 2014 Departments in charge of B2B content marketing in North America 2014 Note: North America; July and August 2014; 1,820; among B2B marketers Source: Content Marketing Institute; MarketingProfs; ID ID

Content marketing Further information regarding this statistic can be found on page 71.page Leading content distribution platforms for business-to-business marketing in the United States as of May 2014 Leading content distribution platforms for B2B marketing in the U.S Note: United States; as of May 2014; 364 Respondents; among B2B marketing professionals Source: Advertising Age; ID ID

Content marketing Further information regarding this statistic can be found on page 72.page Which paid advertising methods do you use to promote/distribute content? Advertising usage among B2B content marketers in North America 2014 Note: North America; July and August 2014; 1,820; among B2B marketers Source: Content Marketing Institute; MarketingProfs; ID ID

Content marketing Further information regarding this statistic can be found on page 73.page How effective are the following content marketing tactics for B2B marketing? Effectiveness ratings of B2B content marketing tactics in North America 2014 Note: North America; July and August 2014; 1,820; among B2B marketers Source: MarketingProfs; Content Marketing Institute; ID ID

References B2B marketing in the U. S. - Statista Dossier

References43 Compound annual growth rate of global business-to-business media revenue between 2013 and 2018, by platform Source and methodology information SourcePwC Conducted byPwC Survey periodJune 2014 RegionWorldwide Number of respondentsn.a. Age groupn.a. Special characteristicsforecast Published byPwC; Website (primaonline.it) Publication dateJune 2014 Original sourceprimaonline.it Website URLhttp:// global-b2b-media-revenue-by-platform/ Growth of the global B2B media revenue , by platform Notes: n.a.

References44 Revenue of B2B media industry in the United States from 1st quarter 2012 to 2nd quarter 2014 (in billion U.S. dollars) Source and methodology information SourceABM Conducted byABM Survey periodQ to Q RegionUnited States Number of respondentsn.a. Age groupn.a. Special characteristicsincludes revenue for events, print, digital and data Published byABM Publication dateSeptember 2014 Original sourceabmassociation.com Website URLhttp:// industry-revenue-usa/ Quarterly revenue of B2B media industry in the U.S Notes: n.a.

References45 B2B e-commerce volume in the United States from 2006 to 2013 (in billion U.S. dollars) Source and methodology information SourceUS Census Bureau Conducted byUS Census Bureau Survey period2006 to 2013 RegionUnited States Number of respondentsn.a. Age groupn.a. Special characteristicsn.a. Published byUS Census Bureau Publication dateMay 2015 Original source2013 E-stats report, table 1 and 2 Website URLhttp:// commerce-volume-since-2006/ B2B e-commerce volume in the United States Notes: Values regarding 2011 to 2013 were calculated from total U.S. manufacturing shipments and merchant wholesale trade sales including MSBOs. Values regarding the preceeding years were taken from previous U.S. Census Bureau E-Stats reports.

References46 Change in advertising spending of leading 100 business-to-business advertisers in the United States in 2013 and 2014 Source and methodology information SourceAdvertising Age; Kantar Media Conducted byKantar Media Survey period2013 and 2014 RegionUnited States Number of respondentsn.a. Age groupn.a. Special characteristicsmeasured media Published byAdvertising Age Publication dateSeptember 2015 Original sourceadage.com Website URLhttp:// spend-growth-medium-usa/ B2B ad spend growth in the U.S Notes: Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to- business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish- language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology. Figure for 2013 comes from an earlier AdAge publication.

References47 Change in advertising spending of the leading 100 business-to-business advertisers in the United States in 2014, by medium Source and methodology information SourceAdvertising Age; Kantar Media Conducted byKantar Media Survey period2013 and 2014 RegionUnited States Number of respondents100 Age groupn.a. Special characteristicsmeasured media Published byAdvertising Age Publication dateAugust 2015 Original sourceadage.com Website URLhttp:// spend-change-medium-usa/ B2B ad spend growth in the U.S. 2014, by medium Notes: * Includes business publications. ** Broadcast and cable. Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology.

References48 Customer relationship management (CRM) industry revenue in the United States from 2013 to 2018 (in billion U.S. dollars) Source and methodology information SourceAdvertising Age; MarketsandMarkets Conducted byMarketsandMarkets Survey periodMay 2013 RegionUnited States Number of respondentsn.a. Age groupn.a. Special characteristicsforecast Published byAdvertising Age; MarketsandMarkets Publication dateMay 2014 Original sourceB-to-B Marketing Fact Pack, page 20 Website URLhttp:// CRM industry revenue in the U.S Notes: n.a.

References49 Budget allocation of B2B marketing budgets in North America in 2015 Source and methodology information SourceMarketingCharts; Forrester Research Conducted byForrester Research Survey period2014 RegionNorth America Number of respondents132 Age group18 years and older Special characteristicsamong B2B senior marketing professionals from companies that sell primarily or in part to other businesses, who work at comopanies with100 or more employees and who have budget or management responsibility Published byMarketingCharts; Forrester Research Publication dateJanuary 2015 Original sourcemarketingcharts.com Website URLhttp:// marketing-budget-allocation-north-america/ Allocation of B2B marketing budgets in North America 2015 Notes: The source does not provide information on the type of the survey.

References50 Is your B2B content marketing spending going to increase or decrease over the next 12 months?* Source and methodology information SourceMarketingProfs; Content Marketing Institute Conducted byContent Marketing Institute Survey periodJuly and August 2014 RegionNorth America Number of respondents1,820 Age groupn.a. Special characteristicsamong B2B marketers Published byContent Marketing Institute Publication dateOctober 2014 Original sourceB2B Content Marketing 2015, page 29 Website URLhttp:// marketing-budgets-change/ Change of B2B content marketing budgets in North America 2014 Notes: * This question was phrased by the source as follows: "How do you expect your organization’s content marketing budget to change in the next 12 months?"

References51 Share of content marketing in marketing budgets in North America 2011, by company size Source and methodology information SourceMarketingProfs; Content Marketing Institute Conducted byContent Marketing Institute Survey periodAugust 2011 RegionNorth America Number of respondents1,092 Age groupn.a. Special characteristicsamong B2B marketers Published byContent Marketing Institute Publication dateDecember 2011 Original sourceB2B Content Marketing 2012, page 11 Website URLhttp:// content-marketing-in-marketing-budgets-worldwide-by- company-size/ Content marketing budgets as share of total budgets in North America 2011 Notes: n.a.

References52 What percent of your marketing budget was spent on digital marketing? Source and methodology information SourceAdvertising Age; Various sources (B2B Magazine) Conducted byAdvertising Age; Various sources (B2B Magazine) Survey periodas of May 2014 RegionUnited States Number of respondents364 Age groupn.a. Special characteristicsamong B2B marketing professionals Published byAdvertising Age Publication dateMay 2014 Original sourceB-to-B Marketing Fact Pack, page 4 Website URLhttp:// b2b-marketing-spending/ Share of digital in B2B marketing spending in the U.S Notes: The source does not provide information on the type of the survey. The source does not provide survey date. The date given in the field "survey time period" is the release date.

References53 Perception of lead generation cost (cost-per lead) among B2B marketers in the United States as of October 2014, by channel Source and methodology information SourceWebsite (Software Advice); MarketingCharts Conducted byWebsite (Software Advice); Various sources (Research Now) Survey periodas of October 2014 RegionUnited States Number of respondents200 Age groupn.a. Special characteristicsamong B2B marketing professionals Published byWebsite (Software Advice); MarketingCharts Publication dateOctober 2014 Original sourcemarketingcharts.com Website URLhttp:// generation-channels-cost-per-lead-usa/ B2B demand generation: cost-per-lead in the U.S. 2014, by channel Notes: The source does not provide information on the type of the survey. The figures may be over or under 100 percent due to rounding. The figures present a combined result for: very low cost and somewhat low cost; and very high cost and somewhat high cost per lead. The source does not provide survey date. The date given in the field "survey time period" is the release date.

References54 Leading customer marketing activities used by B2B marketers worldwide as of September 2014 Source and methodology information SourceMediaPost; Website (Influitive) Conducted byDemand Metric; Website (Influitive) Survey periodAugust 13 to September 2, 2014 RegionWorldwide Number of respondents237 Age groupn.a. Special characteristicsamong B2B marketers Published byMediaPost Publication dateOctober 2014 Original sourcemediapost.com Website URLhttp:// customer-b2b-marketing-activities/ B2B marketing: leading customer marketing acitivities worldwide 2014 Notes: Region is presumed. Multiple answers were possible.

References55 Leading content distribution platforms for business-to-business marketing in the United States as of May 2014 Source and methodology information SourceAdvertising Age Conducted byAdvertising Age Survey periodas of May 2014 RegionUnited States Number of respondents364 Age groupn.a. Special characteristicsamong B2B marketing professionals Published byAdvertising Age Publication dateMay 2014 Original sourceB-to-B Marketing Fact Pack, page 22 Website URLhttp:// distribution-platforms-b2b-marketing/ Leading content distribution platforms for B2B marketing in the U.S Notes: The source does not provide information on the type of the survey. The source does not provide survey date. The date given in the field "survey time period" is the release date.

References56 Software solutions used for B2B demand generation in the United States as of October 2014 Source and methodology information SourceWebsite (Software Advice) Conducted byWebsite (Software Advice); Various sources (Research Now) Survey periodas of October 2014 RegionUnited States Number of respondents200 Age groupn.a. Special characteristicsamong B2B marketing professionals Published byWebsite (Software Advice) Publication dateOctober 2014 Original sourcesoftwareadvice.com Website URLhttp:// generation-software-solutions/ Software solutions used for B2B demand generation in the U.S Notes: The source does not provide further information on the survey methdology (exact date of survey, type of survey used). The source does not provide survey date. The date given in the field "survey time period" is the release date.

References57 What marketing-allocation platform(s) do you actively use? Source and methodology information SourceAdvertising Age; Various sources (Pepper Global) Conducted byAdvertising Age; Various sources (Pepper Global) Survey periodSeptember 2013 RegionUnited States Number of respondents905 Age group18 years and older Special characteristicsamong B2B marketing professionals Published byAdvertising Age Publication dateMay 2014 Original sourceB-to-B Marketing Fact Pack, page 20 Website URLhttp:// marketing-automation-platforms-usa/ Marketing automation platforms used by B2B marketers in the U.S Notes: Methodology data taken from here.

References58 What did you offer prospects in return for their contact information or lead gen opt-in? Source and methodology information SourceMediaPost; Chief Marketer Conducted byChief Marketer Survey periodFebruary 2014 RegionWorldwide Number of respondents399 Age group18 years and older Special characteristicsamong B2B marketers Published byChief Marketer; MediaPost Publication dateSeptember 2014 Original sourcemediapost.com Website URLhttp:// generation-incentives/ B2B lead generation: incentives offered 2014 Notes: The methodology can be found here.

References59 What are the most valuable features of a marketing automation system? Source and methodology information SourceAscend2; MarketingCharts Conducted byAscend2 (Regalix) Survey periodFebruary 2015 RegionWorldwide Number of respondents317 Age group18 years and older Special characteristicsamong marketers, sales, and business professionals: 76 percent of respondents were B2B-focused Published byAscend2 (Regalix); MarketingCharts Publication dateFebruary 2015 Original sourcemarketingcharts.com Website URLhttp:// marketing-automation-system-valuable-features/ Most valuable B2B marketing automation system features 2015 Notes: The source does not specify the type of the survey or the exact date of the study.

References60 Leading marketing channels influencing revenue growth according to B2B and B2C professionals in the United States in 2015 Source and methodology information SourceVarious sources (Webmarketing123); MarketingCharts Conducted byVarious sources (Webmarketing123) Survey periodFebruary 2015 RegionUnited States Number of respondents600 Age group18 years and older Special characteristicsamong digital marketers Published byVarious sources (Webmarketing123); MarketingCharts Publication dateFebruary 2015 Original sourcemarketingcharts.com Website URLhttp:// influencing-b2b-b2c-marketing-channels-usa/ Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015 Notes: This question was phrased by the source as follows: "Which channel makes the biggest positive impact on revenue?" The source does not specify the exact date or the type of the survey.

References61 Leading attributes of content marketing effectiveness according to B2B marketing professionals as of January 2015 Source and methodology information SourceVarious sources (Regalix); MarketingCharts Conducted byVarious sources (Regalix) Survey periodJanuary 9 to 20, 2015 RegionWorldwide; North America Number of respondents285 Age group18 years and older Special characteristicsamong senior B2B marketing leaders and business leaders: 72 percent of respondents were based in North America Published byVarious sources (Regalix); MarketingCharts Publication dateFebruary 2015 Original sourcemarketingcharts.com Website URLhttp:// attributes-effective-b2b-content/ Most important attributes of effective B2B content marketing 2015 Notes: The source does not specify the type of the survey. The question was phrased by the source as follows: "In your opinion, what are the important elements of effective content?"

References62 Most effective business-to-business lead generation tactics worldwide as of February 2014 Source and methodology information SourceMediaPost; Chief Marketer Conducted byChief Marketer Survey periodFebruary 2014 RegionWorldwide Number of respondents399 Age groupn.a. Special characteristicsamong B2B marketers Published byChief Marketer; MediaPost Publication dateSeptember 2014 Original sourcemediapost.com Website URLhttp:// generation-most-effective-online-tactics/ B2B lead generation: most effective tactics worldwide 2014 Notes: The methodology can be found here.

References63 Most effective channels used to market B2B events according to marketers worldwide in 2014 Source and methodology information SourceMarketingCharts; Various sources (Regalix) Conducted byVarious sources (Regalix) Survey periodNovemebr 6 to 14, 2014 RegionWorldwide; North America Number of respondents212 Age group18 years and older Special characteristicsamong senior marketing execs and business leaders Published byMarketingCharts; Various sources (Regalix) Publication dateDecember 2014 Original sourcemarketingcharts.com Website URLhttp:// effective-b2b-event-marketing-channels/ B2B event marketing: most effective channels according to marketers in 2014 Notes: Approximately 88 percent of the respondent were from North America.

References64 Lead-to-deal conversion rate among B2B companies in the United States in October 2014, by channel Source and methodology information SourceVarious sources (Implisit) Conducted byVarious sources (Implisit) Survey periodOctober 2014 RegionUnited States Number of respondentsn.a. Age groupn.a. Special characteristicsbased on CRM data from clients of Implisit; broader industry metrics may vary Published byVarious sources (Implisit) Publication dateNovember 2014 Original sourceimplisit.com Website URLhttp:// deal-conversion-rates-by-channel-usa/ B2B lead-to-deal conversion rates in the U.S. 2014, by channel Notes: n.a.

References65 marketing performance metrics in the business products and services sector in North America from Q to Q Source and methodology information SourceEpsilon; Experience Council Conducted byEpsilon; Experience Council Survey periodQ to Q RegionNorth America Number of respondentsn.a. Age groupn.a. Special characteristicsn.a. Published byEpsilon Publication dateJuly 2014 Original sourceQ Trends and Benchmarks, page 7 Website URLhttp:// marketing-performance-business-services-sector- north-america/ marketing performance in the business services sector in N. America 2014 Notes: * In Q2 2014, the click-to-open rate was not reported. The figures other than for Q come from previous publications.

References66 How do you assess the effectiveness of the following social media platforms for B2B marketing? Source and methodology information SourceMarketingProfs; Content Marketing Institute Conducted byContent Marketing Institute; MarketingProfs Survey periodJuly and August 2014 RegionNorth America Number of respondents1,820 Age groupn.a. Special characteristicsamong B2B marketers Published byContent Marketing Institute Publication dateOctober 2014 Original sourceB2B Content Marketing 2015, page 24 Website URLhttp:// -of-b2b-social-media-content-marketing/ Effectiveness of B2B social media content marketing tactics in North America 2014 Notes: This question was phrased by the source as follows: "How effective are thesocial media platforms that you use?" Percentages shown represent marketers who rated each platform a 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at all Effective.

References67 Use of content marketing among B2B marketers in North America from 2012 to 2014 Source and methodology information SourceMarketingProfs; Content Marketing Institute Conducted byContent Marketing Institute Survey periodJuly and August 2014 RegionNorth America Number of respondents2012: n=1,416; 2013: n=1,217, 2014: n=1,820 Age groupn.a. Special characteristicsamong B2B marketers Published byContent Marketing Institute Publication dateOctober 2014 Original sourceB2B Content Marketing 2015, page 8 Website URLhttp:// content-marketing-among-b2b-marketers-in-north- america/ Use of content marketing among B2B marketers in North America Notes: Figures for 2012 come from the 2013 edition of the report. For the 2014 survey the source redefined content marketing as follows: "“a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

References68 What are the goals for content marketing in your company? Source and methodology information SourceMarketingProfs; Content Marketing Institute Conducted byContent Marketing Institute Survey periodJuly and August 2014 RegionNorth America Number of respondents1,820 Age groupn.a. Special characteristicsamong B2B marketers Published byContent Marketing Institute Publication dateOctober 2014 Original sourceB2B Content Marketing 2015, page 14 Website URLhttp:// l-goals-for-content-marketing-worldwide/ Organizational goals for content marketing in North America 2014 Notes: This question was phrased by the source as follows: "How important is each of the following content marketing goals to your organization?"

References69 Largest B2B content marketing challenges in North America as of August 2014 Source and methodology information SourceMarketingProfs; Content Marketing Institute Conducted byContent Marketing Institute Survey periodJuly and August 2014 RegionNorth America Number of respondents1,820 Age groupn.a. Special characteristicsamong B2B marketers Published byContent Marketing Institute Publication dateOctober 2014 Original sourceB2B Content Marketing 2015, page 30 Website URLhttp:// marketing-challenges-in-north-america/ B2B content marketing challenges in North America 2014 Notes: This question was phrased by the source as follows: "With regard to content marketing, how challenged are you with each of the following?" Percentages shown represent marketers who rated each challenge a 4 or 5 on a 5-point scale where 5 = “Very Challenged” and 1 = “Not at all Challenged.”

References70 Departments responsible for B2B content marketing in North America as of August 2014 Source and methodology information SourceContent Marketing Institute; MarketingProfs Conducted byContent Marketing Institute Survey periodJuly and August 2014 RegionNorth America Number of respondents1,820 Age groupn.a. Special characteristicsamong B2B marketers Published byContent Marketing Institute Publication dateOctober 2014 Original sourceB2B Content Marketing 2015, page 13 Website URLhttp:// responsible-b2b-content-marketing-north-america/ Departments in charge of B2B content marketing in North America 2014 Notes: n.a.

References71 Leading content distribution platforms for business-to-business marketing in the United States as of May 2014 Source and methodology information SourceAdvertising Age Conducted byAdvertising Age Survey periodas of May 2014 RegionUnited States Number of respondents364 Age groupn.a. Special characteristicsamong B2B marketing professionals Published byAdvertising Age Publication dateMay 2014 Original sourceB-to-B Marketing Fact Pack, page 22 Website URLhttp:// distribution-platforms-b2b-marketing/ Leading content distribution platforms for B2B marketing in the U.S Notes: The source does not provide information on the type of the survey. The source does not provide survey date. The date given in the field "survey time period" is the release date.

References72 Which paid advertising methods do you use to promote/distribute content? Source and methodology information SourceContent Marketing Institute; MarketingProfs Conducted byContent Marketing Institute Survey periodJuly and August 2014 RegionNorth America Number of respondents1,820 Age groupn.a. Special characteristicsamong B2B marketers Published byContent Marketing Institute Publication dateOctober 2014 Original sourceB2B Content Marketing 2015, page 26 Website URLhttp:// usage-b2b-content-marketing-north-america/ Advertising usage among B2B content marketers in North America 2014 Notes: n.a.

References73 How effective are the following content marketing tactics for B2B marketing? Source and methodology information SourceMarketingProfs; Content Marketing Institute Conducted byContent Marketing Institute Survey periodJuly and August 2014 RegionNorth America Number of respondents1,820 Age groupn.a. Special characteristicsamong B2B marketers Published byContent Marketing Institute Publication dateOctober 2014 Original sourceB2B Content Marketing 2015, page 21 Website URLhttp:// -of-b2b-content-marketing-tactics-in-north-america/ Effectiveness ratings of B2B content marketing tactics in North America 2014 Notes: This question was phrased by the source as follows: "How effective are the following tactics that you use?" Percentages shown represent marketers who rated each tactic a 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at all Effective.”