Trends Report

How Self-Service Research Changes B2B Marketing

Facilitate The Customer-Driven Journey To Improve Engagement, Context, And Conversion

May 13th, 2016
Steven Casey, VP, Research Director
Steven Casey VP, Research Director
With contributors:
Peter O'Neill , Matthew Camuso , Tyler Thurston

Summary

B2B marketing is a victim of its own success. The explosion of content marketing has taught prospects that they no longer need to engage with salespeople early in the evaluation process to narrow their choices or even to make a buying decision. But the traditional tools for accessing all of the content on vendor websites do not support this new customer demand. This report explores the impact of self-service research on B2B marketing and explains how B2B marketers can learn from the experiences of their colleagues in customer support to create competitive advantage.

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