Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2022 Annual


Does engaging content marketing help generate more B2B leads?
(A2022-107378)

Published: May 24, 2022

AUTHORS

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

ABSTRACT

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.