Trends Report

Content Matters Across The Entire Life Cycle

Include Post-Purchase Activity To Increase B2B Content Effectiveness

July 23rd, 2014
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Shar VanBoskirk , Cory Munchbach , Elizabeth Perez

Summary

Business-to-business (B2B) CMOs so fixate on acquisition in their content marketing efforts that they fail to deliver content that addresses the day-to-day realities that customers face when living with the products and services their firms deliver. This report explains why B2B CMOs must extend their content strategy to encompass every stage of Forrester's customer life cycle and use it as a lever to increase customer engagement and functional alignment around better understanding, serving, and retaining buyers.

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