Email campaigns remain the top B2B nurturing tool, according to a study by the Content Marketing Institute.

Among the marketers, surveyed, 87% use emails to nurture their audience and move them along the sales funnel. In addition, 77% do so with educational content, and 61% with in-person events.

On another front, 74% utilize sales team feedback to research their target audience for content marketing. In addition, 73% perform this task with website analytics, and 65% with keyword research.

The study also found that 90% hope to be helpful, not promotional. 

B2B marketers have increased their use of these content types/formats:

• Audio/visual content — 64%
  
• Written digital content — 61%
  
• Images — 56%
  
• In-person content — 41%
  
• Audio-only digital content — 38%
  
• Written print content — 27%

The stats were reproduced on Search Engine Journal.com.