B2B content marketing for professional services: In-person versus digital contacts

Wei Lin Wang*, Edward Carl Malthouse, Bobby Calder, Ebru Uzunoglu

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

72 Scopus citations


We study whether marketing can have a new role, one that is better aligned with the sales force, by adapting content marketing (CM) in B2B professional services organizations. CM activities can be in-person events such as conferences, which involve personal contacts with clients, or digital, such as webinars (i.e., digital events) or posting firm-generated content on branded websites (i.e., digital content). Fitting random-effects negative binomial regression models with four years of panel data from a large, international, consulting service provider, we show that the number of sales leads and won opportunities from its key accounts are positively affected by the frequency of an account's employees attending digital events and consuming digital content, but not in-person events. Moreover, we find that CM affects sales leads for both low- and high-level account employees. These findings suggest that CM can be effective in bringing sales leads and won opportunities to B2B professional service providers and can play a complementary role to the existing sales force.

Original languageEnglish (US)
Pages (from-to)160-168
Number of pages9
JournalIndustrial Marketing Management
StatePublished - Aug 2019


  • Content marketing
  • Engagement
  • Lead generation
  • Services marketing

ASJC Scopus subject areas

  • Marketing


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