B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
38%
38% -- share of b2b marketers shifting budget to content for B2B marketers (2020)
38% of surveyed B2B marketers (representing 683 companies) shifted budget dollars from traditional advertising to content marketing.
- Only 65% of surveyed companies spend money on both advertising and content marketing
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
38%
Unit
Percentage
Data Vintage
2020
Entity
Sample Size
1,798
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Content Marketing Institute
Primary
Tier A
https://www.mi6agency.com/b-to-b-marketing-guide-for-2020 ↗
Source Article
B to B Marketing Guide for 2020
B to B Marketing Guide for 2020
Updated: Jan 12, 2025
Your B to B Marketing Guide for 2020
UPDATED: Nov 2/20 | Newest Updates are highlighted in yellow below
This post is for Business to Business marketing professionals to use as a guide for their 2020 B2B marketing planning. We hope that you find i…
Original Research
Content Marketing Institute
· Original study ↗
Methodology
CMI B2B Content Marketing 2020 survey
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B marketers: 38% share of b2b marketers shifting budget to content. Source: Content Marketing Institute (2020). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-shift-paid-to-content
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<blockquote cite="https://lighthousedata.io/data/b2b-shift-paid-to-content" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>38%</strong> -- share of b2b marketers shifting budget to content for B2B marketers<br><small>Source: Content Marketing Institute (2020) · <a href="https://lighthousedata.io/data/b2b-shift-paid-to-content" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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