Right content at the right time

Looking at the way tailoring content to the buyer's decision-making journey can boost B2B marketing efforts.

Tailoring content to the buyer's decision-making journey can boost B2B marketing efforts.

In its 2018 Benchmarks, Budgets, and Trends – North America study, the Content Marketing Institute estimates that 91 percent of business-to-business marketers are using content as a key driver of traffic and leads. However, nearly two-thirds of the 2,190 respondents struggle with unsophisticated content efforts, and they admit to challenges in creating a cohesive, personalized strategy.

Perhaps nowhere is this more noticeable than in tailoring content specifically to the customer's buying journey. The study revealed that "considering the buyer's journey" falls well below other concerns that...

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