That means your content must fill that interaction gap - or your competitors’ will.ī2B firms are engaged in a content arms race, trying to achieve competitive advantage by producing any possible content that any possible buyer could possibly need at any possible time. Forrester has shown, for example, that 60% of B2B buyers don’t want to interact with a sales rep, and 62% say they can finalize their purchase selection criteria based solely on digital content. Part of the explanation is that marketers haven’t kept pace with buyers’ preferences. It’s sad that buyers disdain marketing content so completely. For the third consecutive year, B2B marketing content continues to underwhelm business consumers - most say vendors give them too much material and much of that material is useless. If a picture is worth a thousand words, this one shows how badly B2B marketers struggle to produce marketing content that matters to buyers. Consider this finding from a Forrester survey on what technology buyers think about the materials they get from their technology suppliers: B2B Content Fails To Impress Global Technology Decision Makers You would hope that marketers would learn from Doug’s advice and change their ways. This SlideShare story has been viewed more than 5.5 million times to date and remains as relevant as ever. In just 50 PowerPoint slides, Velocity Partners explains why the current deluge of marketing “content” won’t serve buyers and what you need to do to survive it. In 2013, Doug Kessler and the crew at Velocity Partners published “ Crap: the single biggest threat to B2B content marketing” - a work of thought leadership genius that I still tell marketers to read today.
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