B2B buyers are, on average, 57% of the way through the decision-making process before they speak with a salesperson, according to research by CEB. Content marketers have a huge opportunity to help guide prospects in the first half of their journey and ensure that their company is on the short list for the first conversation with sales.
Few B2Bs have a high-performance content strategy, leverage most effective content types.
A multitude of departments at business-to-business (B2B) firms rely on marketing content success. But before B2Bs dive into content marketing efforts, they may want to take a step back and start with an effective strategy—something recent research suggests many aren’t doing.