Companies in the B2B space from IBM to HubSpot have been actively and effectively engaging prospects with longer sales cycle content for years. Like many competitive environments, a lot of emphasis for marketers has been about creating “more” content. More blog posts, videos, infographics, social messages, emails, and so on.
But here’s the thing about “more content” when it comes to enterprise-sized organizations. There’s a nearly unmanageable degree of added complexity when you start involving a matrix of customer segments and buying journeys across different product offerings, company divisions and geographies. How are large, enterprise B2B marketers responding to this challenge? There’s a new report that sheds (some) light on that.