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 marketers have in creating content.

"Everybody is working on this, trying to figure out how to give people access to the right content," says Mimi Rosenheim, senior director of web marketing at the marketing technology company Demandbase. "Marketers have to constantly go back and look at the data, pressure-test their hypotheses, and optimize everything to reach people as accurately as possible in their buying journey. The biggest problem is taking a passive approach to content, like just creating a white paper and checking one more 'content-accomplished' box."