Gartner Research

Engage Business Buyers Through Relevant, Helpful Content

Published: 22 August 2018

ID: G00347823

Analyst(s): Noah Elkin


Content fuels B2B marketing success. However, many marketing leaders in B2B organizations still fail to meet buyers' increasing demand for relevant, helpful content. Leverage this research to develop a content strategy that aligns with buyer demand and empowers sales partners to succeed.

Table Of Contents
  • Key Challenges



  • Align Content to the Customer Journey
    • The Buy Phase: Create Content That Addresses a Need
    • The Own Phase: Create Content That Deepens Relationships
    • The Advocate Phase: Foster (and Promote) Content That Champions Your Brand
    • What About Sales Enablement Content?
  • Target Your Content for Different Enterprise Personas and Sales Roles
  • Promote the Discoverability of Sales Enablement Content

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.