The content dilemma
Everybody wants their information yesterday
Buyers want answers at their fingertips and not just in transactional B2C markets. Even B2B buyers considering purchases worth thousands of research solutions on their own, opting to forgo communications with sales groups until they are far along in the decision-making process.
According to CSO Insights, over 70 percent of B2B buyers have their needs fully defined before engaging with Sales and nearly half have targeted their potential solution prior to reaching out.
of B2B buyers have their needs fully defined before engaging with Sales
In its 2020 Content Preferences Study, DemandGen Report found that buyers demand and expect richer content experiences, with 67% of respondents reporting that they rely even more on content to inform purchases than they did the previous year.
Even though buyers are desperate for targeted online content, they simultaneously suffer from information overload. According to Statistica.com, over half of emails sent in 2020 were spam — not worth even a flicker of attention. The challenge for marketers is to efficiently generate content that is on point and timely without getting dragged down by unnecessary bottlenecks.