Content has always been a part of B2B marketing, going back to the World War I era when companies routinely offered bombastic-sounding industrial papers.
Some still do,
but an increasing number are turning to formats like video. For example, 61% expect their firm to increase its video investment, according to a study by Soppro.
In line with that, almost
33% increased their use of YouTube in the previous 12 months. And, in general, 52% expect to increase their spend on thought leadership content, and almost 50% say content marketing is generating
sales or revenue.
“Lead generation is becoming more data-led, more personalized, and more connected across channels,” says Steve Harlow, head of sales at Sopro.
“Another big change is that buyers are doing more research independently. They have access to more information than ever, including reviews and social proof, and AI makes it easier to access
this than ever before.”
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Harlow adds, “For me, the biggest shift is from volume to relevance. The strongest teams are focusing less on generating as many leads as possible and more
on reaching the right accounts with the right message at the right time.”
Of course, content has to be delivered. Which brings us to email, which is used by 56% as a top lead generation
channel.
Earlier research found that 77% of buyers are more likely to open an email that leads with an offer. Otherwise, prospects respond to the following types of subject
lines:
- Personalized subject lines using their name or company name—71%
- A question in the subject line—69%
- An
intriguing or mysterious subject line—64%
- Topical, trend or current affairs-related subject lines—64%
- Urgent or time-sensitive subject
line—60%
- Humorous subject line—59%
- Shocking or alarmist subject line—47%