Sales LeadershipSales Messages & Value Propositions

The Role of Content in the B2B IT Buying Process – Marketing Interactions

Creating and Nurturing B2B Leads

The 2012 Customer Engagement Study, conducted by IDG Enterprise and released at the end of September, focused on learning more about the role content plays in an IT Decision Maker’s buying process.

A validation for the role of content:

Enterprise IT Decision Makers engage with an average of 10 content assets during their buying process.

When I first read this, I nodded my head and thought, yes, this justifies the need for increasing the volume of content, as well as the quality of that content. But then I wondered how many of those assets were sourced from the vendor they decided to buy from?  READ MORE>>>

Source: Marketing Interactions, Ardath Albee

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