Gartner Research

Ignition Guide to Aligning B2B Content to the Buyers’ Journey

Published: 15 October 2015

ID: G00340790

Analyst(s): Marketing Research Team


This guide will help B2B marketing leaders evaluate their existing content portfolio against its potential to answer customer questions and create content deliverables aligned to customers' buying journey stage.

Table Of Contents



Step 1 of 5: Plan B2B Content Production

Project Objectives

Roles and Responsibilities

Before You Start

Common Pitfalls and Keys to Success

Step 2 of 5: Understand Customers and Their Buying Journey


How to Set Up for Success

Step 3 of 5: Establish Content Requirements


How to Set Up for Success

Step 4 of 5: Develop and Distribute High-Performance Content


How to Set Up for Success

Step 5 of 5: Monitor Progress on Content Objectives

Review Your Performance

Keys to Continued Success

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