The Content Preferences of B2B Marketers [New Research & Infographic]

3 minute read

Upland Admin


There are at least 947 marketing technology companies in a race toward being a part of the complete “Marketing Cloud.”

It’s a race worth winning. Forbes—as well as many others—has plainly pointed out Chief Marketing Officers will outspend Chief Technology Officers on technology within the next few years.

As a result, marketing to marketers has become an increasingly important dance. As Drew Neisser writes in The Fine Art of Marketing to Marketers: 

“When it comes to marketing to marketers, the old adage ‘don’t blow smoke at smoke blowers’ certainly applies. Marketers as a whole are even more skeptical than the average consumer and can sniff out an overpromise faster than you can say big data. So when you see a brand succeed within this context inquiring minds can’t help but wonder how the heck they pulled it off.”

Original Research

Since Kapost is a marketing platform—and we are marketing to marketers—we decided to do a little extra research. We dove deep into the minds, preferences, and psyches of modern marketers to pull out relevant information that could potentially help us better connect to our target market.

Our month-long research included:

  • A survey to marketers employed at companies with over 1,000 employees
  • A semantic analysis of LinkedIn profiles for marketers employed at companies with over 1,000 employees
  • A meta-analysis of those same profiles as compared to marketers at companies with over 5,000 employees
  • A semantic evaluation of how marketers describe themselves and their professions over time

The Findings

A few of the more general findings are summed up in the infographic above, and include:

  • Marketers interact with blogs (58%), infographics (48%), and whitepapers (48%) more than any other content types. (tweet this)
  • Marketers prefer to send and receive content via email, compared to finding it on their own, getting social alerts, or reading traditional news sites. (tweet this)
  • Marketers trust the word of influencers—or people with a lot of clout around a particular subject—10X more than they trust corporate blogs. (tweet this)
  • Forbes, Harvard Business Review, MarketingProfs, the Huffington Post, and The Wall Street Journal are the top 5 spots marketers go for industry-related content or information. (tweet this)
  • Marketers are increasingly including the words CONTENT, GLOBAL, DIGITAL, and SOCIAL in their titles—for example, Vice President of Content Marketing.

To Read the Full Report…

Download the whitepaper. It’s got all the information we found in our research. For free. Lucky you.

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