Almost 9 in 10 B2B marketers agree that a deep understanding of their buying audience is critical to creating content that engages buyers, according to results from an Akoonu survey of 100 senior B2B marketers from companies with at least $100 million in annual revenues. To better understand audiences’ needs, many respondents are using buyer’s journey maps, per the study.
The marketers surveyed – all of whom are responsible for or oversee content marketing – were most likely to say they build buyer’s journey maps (48%) in order to better understand their buying audience’s needs for content creation purposes. Close behind, many are also interviewing customers (47%) and interviewing sales (47%) to inform their content creation, and more than 4 in 10 are building buyer personas. Read the rest at MarketingCharts.