METHODOLOGY & DEMOGRAPHICS The 12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights 2022 report was produced by Content Marketing Institute (CMI) and MarketingProfs and sponsored by ON24. The online survey, from which the results of this report were generated, was emailed to a sample of marketers using lists from CMI and MarketingProfs. A total of 1,275 recipients from around the globe — representing a range of industries, functional areas, and company sizes — replied to the survey during July 2021. This report presents the findings from the 810 respondents who indicated: Their organization is a for-profit company, primarily selling products/services to businesses (B2B) or businesses and consumers (B2B+B2C) They are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports. Note: Use caution when comparing this report’s findings to past years, as our methodology changed slightly. For the last several years, one of our qualifying criteria was that the respondent’s company had used content marketing for at least one year. This year, we enabled respondents whose companies have not been using content marketing for at least one year (9% of the B2B pool) to complete the survey. We also broadened the respondent pool to include worldwide respondents rather than those from North America only. B2B Respondent Profile by B2B Industry Classification Size of B2B Company (by Employees) Organization’s Content Marketing Maturity Level 12% ■ Technology/IT/software/hardware 5% 14% ■ Agency (content marketing, advertising, digital, PR)) 25% 20% 26% ■ Manufacturing ■Micro (1 to 9 employees) 7% 5% ■ Consulting ■Small (10-99 employees) 9% 5% ■ Professional services ■ Financial services/banking/insurance ■Medium (100-999 employees) 8% ■ Healthcare/med/pharma/life sciences ■Large (1,000+ employees) 23% 21% ■ Publishing/media 25% 30% 31% 9% ■ Other 9% 30% ent Marketing Job Function B2B Company (by Location) B2B Cont ■ Sophisticated 1% 1%1% ■ Mature 6% ■ Adolescent 4% 7% ■ Young 5% ■Marketing management ■ North America ■ First Steps 32% ■Content creation/content management 12% ■ Europe SOPHISTICATED ■Senior leadership (e.g., CEO, owner, CMO, VP, GM) ■ Asia Providing accurate measurement to the business, scaling across the organization ■Marketing operations 78% ■ Africa 26% ■Advertising/PR/communications management ■ Australia MATURE ■ South America Finding success, yet challenged with integration across the organization 27% ■Other ADOLESCENT Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling YOUNG Growing pains, challenged with creating a cohesive strategy and a measurement plan FIRST STEPS Doing some aspects of content, but have not yet begun to make content marketing a process 53