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Improving sales and marketing collaboration with B2B Content marketing

Author's avatar By Dave Chaffey 01 Oct, 2018
Essential Essential topic

Chart of the Day: What are the success factors for improving sales and marketing alignment

This research from the Content Marketing Institute and LinkedIn shows how the continuing popularity of content marketing in business-to-business (B2B) marketing has highlighted common flaws in the way organisations are structured to manage their content marketing.

The report starts by showing how changing buyer behaviour has demanded an increased focus on content marketing since, of prospective buyers:

  • 92% start with an information search
  • 53% find that going online and researching is superior to interacting with a salesperson
  • 75% depend on social networks to learn about different vendors
  • 90% won’t take a cold calling

The report goes on to compare the performance of highly aligned sales and marketing teams with less well aligned teams. Across the board, the highly aligned content marketing and sales teams collaborate far more frequently than the low aligned.
This chart reviews these success factors for alignment around content marketing activities:

The areas where they saw the biggest gaps between the high and low aligned were: How to use the content (81% vs.25%) and when to use the content (79% vs 19%). Success factors suggested to support alignment from this chart are:

  • Account targeting strategy including buyer personas and sharing market data
  • Content marketing strategy
  • Measurement and evaluation plan

The report also considers broader issues of sales and marketing alignment that we consider in our sales and marketing integration guide including goal setting, lead profiling and scoring and measurement.

Research source

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

This blog post has been tagged with:

Sales and Marketing Integration

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