B2B Marketers Find Content Downloads Drive Conversions - eMarketer

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B2B Marketers Find Content Downloads Drive Conversions

Research reports, in particular, are successful at racking up sales

November 22, 2017

Business-to-business (B2B) marketers know what a long haul it can be driving leads to conversions. Unlike the business-to-consumer (B2C) segment, the path to purchase for B2B products can be winding, often requiring the input of many players before a purchase is made.

New research from Ascend2 sheds some light on how B2B marketers can perhaps make that process a little easier. The firm surveyed B2B marketers worldwide in September on issues such as which online forms drive the most conversions.

It turns out the answer is the offer of a content download. Two-thirds of those polled said content downloads generated leads with the best conversion rates, more than webinar registration (45%), demo requests (37%), surveys and polls (26%) and even free trials.

Types of Digital Forms that Generate Leads with the Highest Customer Conversion Rate According to B2B Marketers Worldwide, Sep 2017 (% of respondents)

Drilling down, Ascend2’s research revealed that half of respondents said research reports generated leads with the highest conversion rates. That was more than any other type of content, including video/motion graphics, webinars/webcasts, case studies/white papers and social media.

Overall, a wide majority of B2B marketers (79%) indicated that their lead-to-conversion rates were improving, perhaps a sign that the creeping influence of digital technology is aiding in their efforts.

In addition, 86% had a positive view of their own lead generation strategy, with 46% considering their success rate as “best in class.”

Rahul Chadha


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