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EMAC 2022 Annual

Does engaging content marketing help generate more B2B leads?

Published: May 24, 2022


Amelia Dash, University of Eastern Finland; Tommi Laukkanen, University of Eastern Finland


A webinar is a type of content marketing (CM) activity used to engage customers at an appropriate point in their buying consideration processes to influence their purchase decision. We study the ability of webinars to generate B2B leads using the theory of customer engagement behavior (CEB). We use the marketing analytics data from a large multi-national B2B firm, collected over one and a half years, consisting of 1478 customer companies. Findings show, when CEB dimensions such as focus and scope are positively geared, the customer experiences deeper engagement with CM which results in greater lead generation. When CEB dimensions of form or modality are highly associated with CM, it does not have a positive influence on lead generation in the short term. These findings give new insight into B2B content marketing from the perspective of customer engagement.