This year, B2B marketers are challenged with higher goals, steeper competition, and the constant evolution of marketing technologies
to achieve success. Struggles from bandwidth, and budget, to performance-based quotas, and sales and marketing alignment are pushing marketers to advance and optimize their 2017 strategy.

Content marketing has been identified as a leading tool contributing to B2B marketing success in the past year. In the B2B Content Marketing 2017: Benchmarks, Budgets, and Trends—North America Report by Content
Marketing Institute, 85% of marketers identified ‘high quality content creation’ as their number one reason for success last year, and more than half of marketers stated that focuses on ‘content strategy’ and ‘content distribution’ were critical to their success.

Content consumption by the active audience of professionals requesting content across the NetLine Corporation Network grew significantly in the past 12 months. The demand for long-form content to service the needs of professionals is rapidly rising and creating a growing opportunity for marketers.

Demand Gen Report published the 2017 Demand Generation Benchmark Survey asking B2B marketers how they would be measured this year. Of the marketers surveyed, 54% reported having a revenue-based quota included in their goals, and 45% of marketers reported having a lead-based quota included in their goals to measure their marketing department’s performance.

Marketers are finding that content has the potential to be a top driver of success for their organization; however, are faced with direct challenges of connecting content to their performance goals surrounding pipeline development. To implement the most effective content marketing strategy this year, marketers must focus on executing content campaigns with direct attribution to their lead- based and revenue-based goals.