Gartner Research

Engage Business Buyers Through Relevant, Helpful Content

Published: 22 August 2018

ID: G00347823

Analyst(s): Noah Elkin

Summary

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

Introduction

Analysis

  • 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

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