Content marketing and demand generation technologies used in the U.S. 2018

During a survey conducted in April 2018, 16 percent of responding marketing professionals said they used content promotion and/or distribution software in order to aid demand generation of their content campaigns, while more than 80 percent said they utilized analytics systems for the same purpose.

Technologies used to support content marketing efforts in demand generation according to marketing professionals in the United States as of April 2018

Share of respondents
Analytics systems (web analytics, dashboards)82%
Social media content tools (publishing and measurement suites)68%
E-mail-focused marketing technology65%
Content management systems (CMS)60%
Customer relationship management (CRM) software57%
Marketing automation platform48%
Content optimization software (personalization, content targeting)22%
Content promotion/distribution software16%
Customer data platform6%
Artificial intelligence4%
None of the above4%
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Release date

September 2018


Worldwide, United States

Survey time period

April 2018

Number of respondents

192 respondents

Method of interview

Email survey

Supplementary notes

77 percent of respondents were located in the United States, 6 percent in the UK, 3 percent in India and 14 percent in the rest of the world.

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