More B2B content marketers this year than last are focused on building audiences. But does that mean that the content itself is becoming more customer-centric?
Recent surveys show that many marketers are already using buyer personas to help inform activity like content marketing.
It probably comes as no surprise that the departments most involved in B2B purchase decisions varies by industry.
While the delivery of quality leads is marketers’ top objective, measuring and proving ROI is the biggest digital marketing challenge.
Almost 9 in 10 B2B marketers agree that a deep understanding of their buying audience is critical to creating content that engages buyers.
This buyer’s journey budgeting infographic from IBM and The CMO Club illustrates that content generation is the biggest expenditure for the CMOs surveyed.
Lead nurture programs are generally most effective at generating more warm, sales-ready leads and at segmenting prospects based on interests and behaviors.
IT decision-makers tend to rely on news articles and product demos early on in the purchase process, turning to product testing and reviews during the vendor evaluation and selection stage, and ROI and other assessment tools to sell internally and authorize the purchase.
This infographic by Oho illustrates the stages of research a prospective student goes through when deciding which college to attend.
49% said they’re learning how to align content with the customer journey and plan to execute within the next 6 months.