How to Select, Connect and Convert Business Buyers Through Engaging Content and Smarter Multi-Channel Delivery
Vendor content frequently lacks value and trustworthiness in the eyes of BtoB buyers, who are increasingly turning to more trusted, peer-driven sources of content along their path to purchase, according to the CMO Council's Content ROI Center. This white paper includes the results of a survey of more than 400 BtoB buyers and content seekers around the world who were reached through NetLine Corporation's global content syndication and BtoB buyer engagement network. Their responses show that online content is playing a significant role in vendor selection and preference, but vendors need to do much more in creating provocative, consultative and well-research content if they are to engage buyer audience.
The report also includes observations and insights from senior marketers at IBM, NEC, Deloitte, AlixPartners, LexisNexis and DocuSign, which highlight new directions, best practices, strategic imperatives and challenges in content marketing.