In the B2B marketing world, there’s a perception that “B” means “boring”. Of course that’s just not the case with modern B2B marketing.
According to a recent CMI & MarketingProfs study, 93% of B2B marketers use content marketing across an average of 15 different tactics. But it’s not just quantity that wins with B2B buyers.
Individual buyers and buying committees have to sort through a lot of information to make decisions and the marketers that can make the experience of information discovery, consumption and next steps a easy and positive one, will win the day.
One of my favorite expressions that illustrates this evolution in B2B content is: