Content's Impact on Pre-Sales Intention

Content’s Role in Influencing B2B Buyers in the Purchase Process

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Overview

The Content ROI Center and the Chief Marketing Officer (CMO) Council embarked on a research study—entitled “Content’s Impact on Pre-Sales Intention”—aimed at determining content’s role in influencing B2B buyers in the purchase process. This includes gaining a better understanding of how buyers source and share content among their peers and how this content influences the pre-sales engagement process.

As part of this program, we engaged our audience of senior-level B2B marketers to gather their perspectives and will team with NetLine to survey its audience of B2B buyers, influencers and decision makers to gather insights into the effectiveness of marketing content in generating value for customers.

The program included qualitative interviews in addition to a quantitative assessment designed to provide an in-depth, well-rounded view on the types of content being produced, how the success of this content is gauged, how content is shared, and the vision for the future of content-driven engagements.

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Interviews

MARY BERMEL

Vice President of Global Integrated Marketing

CA Technologies

As an IT management software and solutions provider, CA Technologies is focused on providing content that customers need throughout the buying journey... Read On

Program Themes

  • Content Marketing
  • Lead Generation
  • Content Management