CHAPTER 1


State of Content

in an ever changing B2B landscape

The content landscape as we know it, has been broken.

The relationship between buyers, marketers & salespeople continues to change and evolve, faster than ever before. According to IBM, more than 80% of B2B buyers now expect the same level of personalization as they experience in a B2C setting throughout the purchasing process.


Even though content marketing is widely adopted by big and larger companies, with a lack of interactive, engaging, and measurable content experiences, ROI cannot but remain low.

Companies that have invested heavily in content personalization will outsell companies who have not by more than

30%

Forrester Research says that 90% of the buyer’s journey may be complete before a prospect reaches out to a salesperson

Creating HQ content for the entire buyer's journey has become complicated. Even though companies are aware of the fact that they should be measuring their content attribution to ROI, they acquire data but with very little if no insights at all.

New research from Gartner reveals that companies that have invested heavily in content personalization will outsell companies who have not by more than 30%

Poor, non-personalized experiences don’t allow you to captivate audiences on demand, in real-time, across any browser, device or network. That being said, your lead generation strategy should be orchestrated with your readers’ needs in mind.

According to SiriusDecisions, 60 to 70% of B2B marketing content currently goes unused.

This guide aims at helping you to make sure your lead generation content doesn’t go unnoticed. You will learn how to enhance and take full control of the customer journey by creating smart web content that does more than generating leads — it enhances your entire funnel, guides your audience throughout the buyer’s journey, and thus maximizes the ROI of your lead generation efforts.

90%

of the buyer’s journey may be complete before a prospect reaches out to a salesperson

To start off, let’s look at what's currently damaging your lead generation efforts.