Newsletter stats from the B2B Content Marketing Benchmark report (high tech industry, 2023)

Strategy D Consulting recently published their first annual B2B Content Marketing Benchmark report (2023), looking at the high-tech industry.

They wondered, “What is the right thing to do from a CMO’s perspective, regarding content marketing?”

What content is necessary to reach B2B audiences, support the sales team and prospects at all stages of the marketing funnel? To answer this question, they looked at what 108 B2B high tech companies are actually doing in this area.

You may not be in tech. But I think we can learn great lessons from this industry because it’s complex. This means that they need to overcome the challenge of communicating complex ideas to buyers that don’t necessarily have a technical background. It’s an art.

For me, as someone who loves writing newsletters for clients, I wanted to know more about how tech companies are using B2B newsletters and thought I’d share this info here with you.

Well, it turns out, this is an area of opportunity for many high-tech companies.

Though newsletters support brand, customer acquisition and customer retention efforts, only 12% of high-tech companies use them.

Mid-sized high-tech companies are most likely to offer newsletters (16.7%), with small companies lagging behind (11.1%) and large companies coming in dead last (9.5%).

The report found it peculiar that large companies would be the least likely to offer newsletter sign-ups on their websites. I’m a little surprised by that too.

Because as I’ve mentioned before, email marketing tends to have a huge return on investment. For every dollar spent on it, businesses earn $40. To put that in perspective, the ROI for search engine optimization is about $22. [Source: https://www.omnisend.com/blog/email-marketing-roi/ ]

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What can we take away from these findings?

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Well, if you’re a high-tech company, you’re missing an opportunity to connect with clients and prospects regularly.

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And if you’re not a high-tech company, maybe you’re in group benefits or digital health, if you don’t have a newsletter, you’re also missing an opportunity to connect with clients and prospects regularly.

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Fortunately, solving this problem isn’t all that hard.

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You basically need to create a plan for your newsletter and assign resources to produce it every month or regular interval of time. One of the resources you’ll need is an amazing newsletter writer … if only you knew one. [Hello, what am I? Chopped liver?!]

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Well, that’s it for newsletter stuff.

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If you want to read all the findings from the B2B Content Marketing Benchmark report, the whole paper is available for download here:

https://www.dhirubhai.net/posts/cdimov_2023-content-marketing-benchmark-b2b-high-activity-7071881973845143552-ryYi ?

Until next time,

Andrea

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Andrea Bassett | Executive Ghostwriter | [email protected] | 647-502-3187

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About me, Andrea Bassett, executive ghostwriter and content writer

I specialize in working with executives and marketing teams at corporate wellness, group benefits, insurance, employee assistance programs (EAP) and digital health organizations. My clients are straightforward, ambitious, humble and hilarious. They appreciate my optimism and sense of humour and like working with me because I make it easy to work together.

Looking to launch your monthly newsletter by partnering with an executive ghostwriter? Drop me a message here and let’s chat and see if we might be a good fit working together.