Email campaigns remain the top B2B nurturing tool, according to a study by the Content Marketing Institute.
Among the marketers, surveyed, 87% use emails to nurture their audience and move them along the sales funnel. In addition, 77% do so with educational content, and 61% with in-person events.
On another front, 74% utilize sales team feedback to research their target audience for content marketing. In addition, 73% perform this task with website analytics, and 65% with keyword research.
The study also found that 90% hope to be helpful, not promotional.
B2B marketers have increased their use of these content types/formats:
The stats were reproduced on Search Engine Journal.com.