Email campaigns remain the top B2B nurturing tool, according to a study by the Content Marketing Institute.
Personalized email campaigns significantly impact open rates and engagement. In B2B marketing, emails with personalized subject lines are 26% more likely to be opened, enhancing the overall effectiveness of email marketing strategies.
Among the marketers, surveyed, 87% use emails to nurture their audience and move them along the sales funnel. In addition, 77% do so with educational content, and 61% with in-person events.
On another front, 74% utilize sales team feedback to research their target audience for content marketing. In addition, 73% perform this task with website analytics, and 65% with keyword research.
The study also found that 90% hope to be helpful, not promotional. B2B marketers have increased their use of these content types/formats: Audio/visual content — 64% Written digital content — 61% Images — 56% In-person content — 41% Audio-only digital content — 38% Written print content — 27% The stats were reproduced on Search Engine Journal.com.
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Email Still Tops In B2B Content Marketing: Study
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About The Author
Elton Mayfield
Elton Mayfield is the founder and president of ER Marketing and one of North America's leading marketing strategists for the building products industry. For more than 30 years, he has helped manufacturers, distributors, dealers, and contractors accelerate growth through branding, digital marketing, AI, and customer experience. As the author of Building Better Brands and a frequent keynote speaker, Elton is known for translating complex business challenges into practical strategies that deliver measurable results. His blend of industry expertise, innovation, and hands-on experience has made him a trusted advisor to companies looking to build stronger brands and grow more profitably.
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