To ‘Feed the Content Beast’ seems to be a constant struggle for B2B marketers and businesses selling high consideration products/services and oftentimes a lengthy buying cycle.
Yet it’s essential to educate and enable prospects to self-sell at their own pace. Moreover firms, with content resources and associated campaigns enabled by an integrated technology stack, can capture, track and nurture those interested prospects to marketing qualified or sales accepted leads and hand off to sales for 1:1 selling. The rub: quality content assets and tools are required throughout the buyer journey as well as the customer journey and building a comprehensive content program can be daunting.