B2B Marketing & Tech Insights, Benchmarks, & Trends 2023

I just finished reading CMI’s latest report, “Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023,” and wanted to summarize some key findings that stood out as particularly noteworthy. As an avid reader and long-time follower of CMI’s annual reports, I find them a quintessential barometer for gauging the currents and undercurrents shaping content marketing, especially within B2B tech.

This year’s tech insights offer a glimpse into the content marketing priorities, investments, and strategies being pursued by B2B tech brands. While the full report contains a wealth of detailed benchmarks across all facets of content marketing, a few statistics jumped out immediately.

High-Level B2B Tech Insights

The pandemic has been a wake-up call in many ways, spurring B2B tech companies to return to tried-and-true content marketing fundamentals. Ironically, the critical data-driven insights from CMI’s 2023 report reveal nothing groundbreaking or unfamiliar. Instead, they underscore best practices marketers should have been laser-focused on instead of chasing flash-in-the-pan trends.

LinkedIn Dominates

The data consistently points to LinkedIn as the standout performer in helping B2B technology companies execute their content marketing strategies across organic and paid social efforts. Over three-quarters of respondents cited LinkedIn as highly effective in amplifying content and engaging B2B tech audiences.

No other platform matches LinkedIn’s impact and influence within the B2B tech space. Given the platform’s robust targeting capabilities and professional business network, it makes sense that marketers would flock to LinkedIn as their content hub for reaching and resonating with B2B buyers. The survey statistics validate LinkedIn’s commanding lead as today’s preeminent B2B tech content marketing channel.

Tech Brands Need a Strategy

While some social media sites outperform others, no single “silver bullet” platform exists for B2B tech content marketing. The research suggests technology companies should take a nuanced, audience-centric approach to social media rather than viewing channels universally.

What resonates on LinkedIn may flop on Twitter or Instagram. Tech brands must analyze where their target customers are most active online and map out integrated yet tailored strategies for each platform. An agile, audience-first social approach allows B2B tech marketers to maximize relevance and results across social media.

Elusive Content Metrics Remain a Persistent Struggle

A prevalent theme echoed throughout the report is the ongoing challenge B2B tech companies face to accurately measure and quantify content marketing performance. Despite advances in analytics and attribution modeling, many brands still grasp reliable methods to monitor true content impact and ROI beyond superficial vanity metrics.

For B2B tech marketers, making content count hinges on implementing robust measurement frameworks to extract tangible tech insights from the metrics maze. But this requires dedicating resources to identify and integrate the right cocktail of tools, technologies, and tracking strategies. Tech brands will struggle to gauge content effectiveness and calibrate their efforts without proper measurement foundations.

The takeaway is clear: to unlock content marketing growth, B2B technology companies must make strategic investments to nail down measurement and benchmarking as core competencies. Having the right analytics, marketing tech stack, and performance indicators in place is the only way tech brands can begin to connect content activities with business outcomes. Superior content measurement capabilities separate the best-in-class marketers from the rest of the pack.

Key Tech Insights from Content Marketing Institute

Laser Focus on Quality as B2B Tech Content Differential

The B2B organizations hitting their content marketing stride share a common denominator – an unwavering emphasis on creating high-caliber content that cuts through the noise. Rather than flooding channels with marginal content, the leading tech brands primarily focus on producing standout assets based on compelling topics and themes. For B2B technology marketers seeking an edge, the data signals that quality beats quantity every time. The substance is the name of the game.

In-Person Events Stage Prominent Comeback

After two years in the virtual doldrums, in-person events have triumphantly returned to center stage as a prized channel for B2B tech brands to capture premium content and engage audiences. Per the report, 62% of B2B tech marketers successfully tapped live events to connect with customers in 2022, up markedly from just 17% in 2021.

Additionally, 57% expect their organization’s investment in in-person events to rise further in 2023 compared to 2022 budget levels, indicating an eagerness to continue ramping up IRL activations. For B2B tech marketers, in-person events’ vibrant energy and organic content possibilities are too compelling to resist.

Full Steam Ahead for Video Content Investments

Video content marketing continues its relentless growth trajectory within the B2B tech sphere, as substantiated by eye-popping stats. 87% of respondents reported using video across their content programs over the past 12 months. Even more telling, 84% signaled plans to maintain or increase video content investments in 2023 – making it the leading area of content budget focus.

For B2B technology marketers, the numbers paint a definitive picture – video content has crossed the chasm and will only grow more central to content strategies. With video’s unique ability to inform and engage audiences, tech brands are wise to keep upping the ante.

Ramping Up Social Media and Community Building Investments

Looking ahead to 2023, 54% of B2B tech marketers report plans to increase investments in social media marketing and online community building—up substantially from 37% in 2022. This signals that technology brands increasingly recognize social platforms and owned communities as invaluable channels for engaging audiences.

For B2B organizations, cultivating connection and trust through social content and online communities will only grow more crucial. Savvy tech marketers are proactively bolstering social and community-building capabilities to foster loyal followings.

Declining Reliance on Paid Content Distribution

An interesting trend is the reduced dependence on paid content amplification and distribution strategies. The proportion of B2B tech respondents utilizing one or more paid distribution channels dropped noticeably to 82% in 2022, down from 93% the prior year.

Among brands still leveraging paid, social media advertising represented the dominant channel at 88%. Still, the data reveals a shift from paid promotion to more organic content sharing and discovery. This may suggest tech brands struggle to justify paid distribution costs with measurable ROI.

Grappling with Suboptimal Content Technologies

Many B2B tech marketers seem to be losing the technology battle when managing content workflows. In a new survey section on content tech adequacy, 32% of dissatisfied respondents reported having the right technologies but failing to use them effectively. Another 29% indicated they lacked the proper tech stack altogether.

For B2B technology companies especially, shortcomings in content operations tech can significantly hinder productivity and scale. The B2B insights make clear that many tech marketers must get their content technology in-house to execute successfully. Removing tech friction should be a priority.

Crafting Buyer Journey Content and Sales-Marketing Alignment Elusive

Two interrelated challenges are particularly nagging pain points for B2B technology marketers. First, many cited difficulties in tailoring content to specific buyer journey stages, signaling suboptimal audience persona strategies. Second, poor alignment between sales and marketing teams was considered an obstacle to cohesive content messaging.

These issues are two sides of the same coin – both point to deficiencies in understanding audience needs and coordinating content experiences. For B2B tech brands to connect content with revenue, marketing must map the buyer journey while collaborating seamlessly with sales. Content in a vacuum achieves nothing.

Additional top challenges like inconsistent measurement and fragmented internal communications exacerbate matters. But the root causes point back to unraveling buyers and orchestrating creative. Bridging these divides is imperative for B2B tech marketers to make content count. Doing so requires concerted effort but promises immense upside if executed well.

Tech Insights: B2B Content Creation & Distribution

The survey data indicates that B2B technology companies generally excel at creating raw content and producing, valuing creativity and high-quality output. However, weaknesses become apparent further down the content supply chain in areas like integration, journey alignment, inclusion, and measurement.

Creativity Rules Content Creation

Regarding content creation, B2B tech brands overwhelmingly prioritize quality over quantity, with 83% strongly or somewhat agreeing their organization values creativity and skill in content development. This reveals a commitment to crafting content assets with flair versus churning out thoughtless filler.

Still, there may be gaps in translating creative concepts into cohesive experiences. Shining in isolation means little if the content doesn’t unite to tell a coordinated brand story. For B2B technology marketers, the craftsmanship mindset must extend across the entire content lifecycle.

Mapping Content Journeys Proves Elusive

Despite coveting creativity, many B2B tech brands struggle to connect content efforts to customer journeys. Only 11% strongly agree their organization delivers consistent experiences across the buyer journey. While another 51% somewhat agree, there is ample room for improvement.

To convert content into customer growth, B2B technology marketers must obsess over aligning touchpoints to each journey stage. Creative assets alone cannot drive engagement if poorly mapped to the buyer’s path. For content success, the dots between creation and connection must be joined.

Diversity and Inclusion Content Gaps Persist

While most B2B tech organizations voice commitment to diversity and inclusion in content creation, ambivalence creeps in when pressed on execution. Only 51% of respondents strongly or somewhat agree these ideals are integral to their content processes. Meanwhile, nearly one-third remain noncommittal, exposing potential lip service on this issue.

The data suggests technology brands must go beyond superficial nods to diversity and work diligently to ensure inclusive viewpoints permeate content planning. Words without follow-through ring hollow. True progress requires unequivocal dedication to give diverse voices equal say in creative decisions.

Elusive Content Metrics Undermine Measurement

A sizable majority (56%) of B2B tech marketers admit to deficient content measurement, either somewhat or strongly disagreeing their organization accurately tracks performance. This aligns with broader challenges gauging content ROI discussed earlier.

For technology marketers swimming in data, failing at measurement fundamentals is unacceptable. To optimize content, B2B brands need analytical rigor to benchmark efforts and pinpoint improvement areas. With maturity, content metrics transform from foggy to focused. But first, tech marketers must confront inadequate measurement to evolve.

B2B Tech Insights: Organic Social Media

The survey reveals a pronounced separation between social media platforms regarding perceived content marketing effectiveness for B2B technology companies. LinkedIn and YouTube stand out from the pack as the two channels tech marketers view most instrumental for achieving their goals. Twitter and Instagram show promise with smart strategy. Meanwhile, Facebook is stuck in last place regarding current value to tech brand content efforts.

LinkedIn Reigns Supreme for B2B Tech Content

LinkedIn consolidates its standing as the undisputed king of content marketing among B2B tech professionals. A commanding 63% of respondents cited LinkedIn as either highly or very effective for advancing their brand’s content objectives.

With its massive scale, professional focus, and targetable narrowcasting, it is easy to comprehend LinkedIn’s appeal to technology marketers. For B2B tech brands, ignoring LinkedIn means neglecting access to the world’s largest concentration of engaged business decision-makers. Savvy tech marketers make LinkedIn the linchpin of content distribution and online community building.

YouTube’s Supporting Role in the Mix

While fewer respondents rate YouTube as highly or very effective as LinkedIn (42% vs 63%), it still earns mostly positive reviews, with another 40% calling it somewhat effective. This indicates that YouTube merits a solid supporting position within B2B tech content strategies.

With its massive viewership and video-centric format, YouTube offers tech brands a major stage for engaging audiences through sight, sound, and motion. The key is optimizing content for bite-sized mobile consumption while leveraging YouTube’s algorithm to maximize discoverability.

Leveraging Twitter and Instagram Through Strategy

The data reveals more tepid perceptions of Twitter and Instagram’s efficacy. Though sizable minorities see both as somewhat effective (45% and 42%, respectively), few rank them as highly or very effective channels. This lukewarm view suggests B2B tech brands may need to employ more targeted and creative strategies to extract value from these platforms.

While their mass reach holds appeal, merely mimicking organic tactics from LinkedIn and YouTube will likely disappoint. Technology marketers will explore how Twitter and Instagram’s unique formats can complement, rather than replicate, core content plays. With testing and optimization, both channels offer growth runways.

Facebook Falters as a Viable Option

The most unequivocal verdict is the striking ineffectiveness of Facebook for B2B tech content marketing. A commanding 77% of respondents deemed Facebook as either not very effective or not at all effective. With engagement declining, B2B tech brands are ready to reallocate time and resources previously squandered on Facebook to more fruitful platforms.

For technology marketers, the data offers permission to abandon stagnant Facebook efforts in favor of channels demonstrating tangible traction. While Facebook works for some niches, its poor showing among B2B tech firms provides grounds for diverting budgets to core platforms pulling their weight.

B2B Organic Paid Contribution to Goals & Objectives

A clear gap emerges when comparing perceptions of organic versus paid social media’s effectiveness for B2B tech content marketing. Across the board, paid platforms receive lower marks on their ability to help technology brands achieve their goals. This discrepancy suggests tech marketers should tread cautiously rather than unthinkingly pouring budgets into paid social promotion.

The more muted reactions to paid social signify B2B technology companies have further work to refine strategies and validate assumptions before ramping up spending. While paid ads can amplify reach, their ultimate impact remains questionable based on the data. Savvy marketers will pinpoint where specific paid formats move the needle before boosting investment.

Paid Social Requires Caution as Doubts Linger

A consistent pattern in the data is the lower effectiveness scores given to paid social media platforms than their organic counterparts. Across the board, the proportion of respondents viewing born social as highly or very effective markedly trails behind organic perceptions.

This discrepancy casts doubt on the ability of paid social efforts to deliver meaningful impact and value for B2B technology brands. The lukewarm views suggest tech marketers should be wary of overinvesting in advertising without clear paid media performance indicators proving its worth.

Rather than rushing to pour budgets into paid social ads, prudent B2B technology marketers will diligently vet assumptions and refine strategies first. Paid social can powerfully amplify reach when executed correctly. However, the data shows tech brands have more work to do before paid social can be considered a growth lever on par with organic.

B2B marketers will let performance data guide paid social investment levels rather than inflated expectations. A cautious, results-driven approach helps ensure paid social spending aligns with and advances content marketing objectives.

LinkedIn Leads Paid Social Pack

LinkedIn stands above other paid social platforms, with 47% of respondents ranking it highly or very effective – the largest share among the options. While lower than LinkedIn’s organic rating, this still signals its importance for B2B tech paid social efforts, given the platform’s unmatched targeting capabilities.

Savvy B2B tech marketers invest in paid social budgets where returns look most attainable. LinkedIn presents the most miniature risky play for now, while tech brands optimize tactics and build credibility with other paid channels. Gradually expanding beyond LinkedIn is prudent, but it remains the epicenter.

YouTube and Twitter Worthy of Consideration

With 41% and 34% viewing them as highly/very effective, YouTube and Twitter outpace the remaining paid platforms as secondary options behind LinkedIn. While still trailing organic, their strong(ish) paid performance warrants their inclusion for tech brands exploring expanded paid social opportunities.

Prudent B2B tech marketers will test and refine paid approaches on YouTube and Twitter through small-scale experiments before increasing budgets. However, the data suggests these platforms deserve continued cultivation alongside LinkedIn to diversify tech brands’ paid social repertoires.

Facebook and Instagram ROI Uncertain

Conversely, tepid views on Facebook (28% highly/very effective) and Instagram (27%) raise doubts about their paid social ROI potential. With lukewarm responses, B2B tech brands are right to question throwing major budgets at these platforms until they test their mettle.

Rather than writing them off, savvy tech marketers should pilot limited paid campaigns to see if niche audiences or formats resonate. But the data makes clear Facebook and Instagram are unproven for tech-paid social, necessitating extra diligence.