Almost two-thirds of B2B marketers believe that content marketing is an effective tactic for the top of the funnel, yet it also is proving to be useful for activities further down the funnel. Indeed, it’s the bottom-of-the-funnel goals that are growing the most for B2B marketers in North America this year, per a recent report from the Content Marketing Institute (CMI) and MarketingProfs.

The survey of more than 650 B2B marketers in North America reveals that, while more respondents achieved top-of-the-funnel goals such as creating brand awareness (86% in 2019 vs. 81% in 2018) and generating demand or leads (70% in 2019 vs. 68% in 2018), the biggest improvement was with goals residing towards the bottom of the funnel.

One year ago, 58% of B2B marketers said they used content marketing to achieve their goal of nurturing subscribers/audiences/leads. That percentage jumped to 68% this year. Similarly, 63% of respondents say they were able to build loyalty with existing clients by using content marketing this year, compared to the 54% that could say the same last year. Furthermore, more than half (53%) say they successfully used content marketing to generate sales/revenue (up from 45% last year).

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