Comment votre contenu B2B SaaS se compare-t-il ?
Les équipes performantes ne font pas que produire plus — elles savent ce qu'est un bon résultat. Nous avons interrogé plus de 320 experts en marketing B2B SaaS pour comprendre leur succès, afin que vous puissiez définir des objectifs réalistes et croître.
The funnel is collapsing
Decision-making starts before customers hit your site, so every interaction is critical.
Scaling under pressure
Teams are expected to deliver more output while resources continue to shrink.
Engagement is slipping
Generic AI content is flooding channels, eroding engagement and trust.
Les marketeurs full-stack sortent gagnants
Comment surmonter ces complexités ? Les marketeurs full-stack maîtrisent leur travail de la stratégie à la mesure du succès. Voici ce qui les préoccupe en priorité.
La cohérence est essentielle
La plupart des équipes publient 10 à 20 articles de blog par trimestre, et les résultats stagnent au-delà. Les données récompensent la régularité, pas le volume.
Full-funnel content is a must
31% of resources go to top-of-funnel content (mostly video and social content), followed by 25% for middle-of-funnel content (mostly webinars and case studies).
AI goes beyond content creation
Teams use AI for 25-50% of content creation, while 10% of them are taking a more experimental approach, using AI for strategy, personalization, and data analysis.
Performance has a clear plateau
The average blog and video tops out at 1,000–2,500 views while webinars and white papers get 250–500 sign-ups. Only larger, mature companies see larger numbers.
Measurement goes beyond clicks
Engagement isn’t the only way teams assess content today — 59% measure its affect on direct conversions while 54% track pipeline influence.
La cohérence est essentielle
La plupart des équipes publient 10 à 20 articles de blog par trimestre, et les résultats stagnent au-delà. Les données récompensent la régularité, pas le volume.
Full-funnel content is a must
31% of resources go to top-of-funnel content (mostly video and social content), followed by 25% for middle-of-funnel content (mostly webinars and case studies).
AI goes beyond content creation
Teams use AI for 25-50% of content creation, while 10% of them are taking a more experimental approach, using AI for strategy, personalization, and data analysis.
Performance has a clear plateau
The average blog and video tops out at 1,000–2,500 views while webinars and white papers get 250–500 sign-ups. Only larger, mature companies see larger numbers.
Measurement goes beyond clicks
Engagement isn’t the only way teams assess content today — 59% measure its affect on direct conversions while 54% track pipeline influence.
This report brings much-needed rigor and objectivity to questions CMOs are actively wrestling with: where content actually delivers impact, how high-performing teams are structured, and how AI is changing, not replacing, the work of modern content organizations.
Chief Marketing Officer
Contentful
Snapshots of SaaS success
Do more than hit benchmarks. Make breakthroughs.
