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From Assets To Answers: Implementing The Forrester B2B Buyer Question-To-Content Framework

Improve Buyer Experiences By Making It Easy For Them To Find Content That Answers Their Questions

February 29th, 2024
Kathleen Pierce, Principal Analyst
Kathleen Pierce Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
With contributors:
Dave Frankland , Amy Hayes , Barry Vasudevan , Phyllis Davidson , Lisa Gately , Sean Owens , Jennifer Bullock , Pippin Evarts , Michael Belden

Summary

In Forrester’s 2022 State Of B2B Content Survey, 65% of business and technology professionals reported that buyer content goes unused due to challenges with findability, relevance, or quality. The Forrester B2B Buyer Question-To-Content Framework addresses this problem by creating an intuitive connection between buyer question and content. The framework can be implemented incrementally or broadly by any function connected with content planning, production, or promotion. This report provides “quick win” approaches to connecting buyer questions and content plus best practices for expanded implementation.

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