Gartner Research

Developing Content That Drives Conversion Throughout the Buying Journey

Improve effectiveness of demand generation programs.

Expert: Christy Ferguson

A successful demand generation program requires robust content that aligns to buyer profiles and the entire buying journey. Product marketers must utilize the content types most likely to drive top-of-funnel conversion while also improving conversion rates in the later stages of the buying cycle.

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Improve product promotion and awareness throughout the buying cycle.

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