A 2014 Forrester Research/Business Marketing Association/Online Marketing Institute study says 85 percent of B2B marketing leaders fail to connect content activity to business value to their content marketing practices. Do you agree?
“The majority of marketers find producing content that engages buyers to be a major challenge,” said Business Marketing Association Chair Steve Liguori in a statement. “And that’s for good reason. Our survey results show that the majority of B2B content practices focus too narrowly on early-stage buyer acquisition — which fails to engage buyers throughout their lifetime. To create content that attracts and builds customer relationships throughout the customer life cycle, B2B marketers must make a fundamental shift from writing about features and benefits to delivering valuable information that drives business results.” Read the full news release.