REPORT

This strategic brief includes findings from a survey of 352 senior-level B2B buyers, influencers and decision makers and features insights into the effectiveness of marketing content in generating value for customers. It also includes qualitative findings of interviews conducted with marketing executives at IBM, Allegro Development, AppNexus, CA Technologies and more. It provides 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. In addition, an accompanying infographic can be viewed at https://www.cmocouncil.org/thought-leadership/infographics/the-content-connection-to-vendor-selection.