Most B2B marketers are probably familiar with the following marketing scenario: You create great content, publish it, promote it and then dump it into a virtual graveyard where it waits to be unearthed by a relentless buyer on a desperate hunt for a solution. Is this really the most optimal path for lead generation? Could.. read more →

Content marketing is now ubiquitous in the B2B world. What’s not as universal — yet — is the ability to measure the impact of content and other B2B marketing tactics. That’s going to change during 2015. In fact, one of the biggest changes we expect to see will be a decisive shift towards tracking, measuring.. read more →

By Tonya Vinas More than 70% of B2B marketers who use lead nurturing said a better response rate is the biggest benefit, but two-thirds are challenged by developing content for buyer stage/interest—another contributing factor to response rate. These findings come from a survey of 239 marketers across multiple industries that probed for benchmark data on.. read more →

30 Jul 2014
July 30, 2014

5 Reasons Content Is Failing To Create Value

July 30, 2014 0 Comment

By Tonya Vinas The headline statistic of a recent Forrester report was that 85% of B2B marketers fail to connect content activity to business value. The report raises many questions, the most obvious of which is, Does content marketing work? Yes, it does, related research indicates. According to The 2014 B2B Buyer Behavior Survey by.. read more →

Demand Gen Report just released its 2014 Content Preferences Survey. In at least one area, the survey served up a very unsurprising insight: More B2B buyers than ever before are using mobile devices to view content. Over half of today’s buyers frequently use a smartphone for this purpose, and over 40% now view content on.. read more →