Vision Report

Modern B2B Buying And Selling Requires A Singular Content Strategy

Four Practices Align Marketing Content To Both Buyers And Sellers

May 7th, 2021
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Caroline Robertson , Meredith Cain , Jennifer Zhang , Kara Hartig

Summary

Sellers need marketing to support them with content that incorporates the messages and insights to which buyers respond well. A single B2B content marketing strategy shared by marketing and sales ensures that sellers can effectively present the company’s offerings to prospects and buyers receive a consistent brand experience. To satisfy the need for interesting business-relevant content, this report details four best practices to adopt: automate how you track content data and synthesize insights, invest in systems that value sales as a primary delivery channel, make content creation collaborative, and develop modular content that supports remote updates and automated customization at scale.

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