Effectiveness of B2B content types in customer journey stages in North America 2018

Most effective content types in demand generation during various stages of buyer's journey according to B2B marketers in North America as of July 2018

Effectiveness of B2B content types in customer journey stages in North America 2018 This graph presents the most effective content types in demand generation during various stages of buyer's journey according to B2B marketers in North America as of July 2018. During the survey, 73 percent of respondents said they believed blog posts and articles were most effective in driving demand during customers early stage in the buying process.
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Most effective content types in demand generation during various stages of buyer's journey according to B2B marketers in North America as of July 2018

Early stage (awareness/interest)Middle stage (consideration/intent)Late stage (evaluation/purchase)
Blog posts/articles73%21%6%
Case studies18%42%40%
E-books56%39%6%
In-person events35%33%32%
Interactive content46%46%8%
Podcasts57%35%7%
Videos54%4%6%
Webinars36%47%17%
White papers34%53%14%
Other36%37%27%
Early stage (awareness/interest)Middle stage (consideration/intent)Late stage (evaluation/purchase)
Blog posts/articles73%21%6%
Case studies18%42%40%
E-books56%39%6%
In-person events35%33%32%
Interactive content46%46%8%
Podcasts57%35%7%
Videos54%4%6%
Webinars36%47%17%
White papers34%53%14%
Other36%37%27%
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This graph presents the most effective content types in demand generation during various stages of buyer's journey according to B2B marketers in North America as of July 2018. During the survey, 73 percent of respondents said they believed blog posts and articles were most effective in driving demand during customers early stage in the buying process.
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Release date
October 2018
Region
North America
Survey time period
June and July 2018
Number of respondents
192 respondents
Special properties
among B2B marketers
Method of interview
Email survey
Supplementary notes
Question: In Which Stage of the Buyer’s Journey Is Each Content Type Most Effective When Used for Demand Generation Purposes?
Effective was defined as succeeding at moving leads/potential customers to the next stage (e.g., generating an initial inquiry, nurturing a lead through the buying process or convincing/persuading someone to make a purchase) based on your organization’s specific objectives.
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