B2B marketers are spending more than 25 percent of their budgets in the development, delivery and promotion of content, according to a recent survey run by the CMO Council and NetLine. Their objectives are to drive business leads, influence customer markets and grow brand presence and authority. More importantly, 87 percent of respondents indicated that online content has a moderate to major impact (67 percent and 20 percent respectively on what vendors they chose to work with.
While B2B sales and marketing groups appear to understand the need for better alignment through content marketing needs, strategic development is still in its infancy.
The survey report states that many organizations are engaged in “random acts of content development,” lacking cohesive strategy. This assessment is based on findings indicating that the B2B buyer is migrating to peer-based communities and trusted new sources. The B2B buyer finds that vendor sites fail in many ways, including navigation, depth, and accessibility.
Thanks for reading my blog, you may want to subscribe to the RSS feed, or follow on Twitter for future updates and information as well!