Model Overview Report

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

Boost Confidence In Content Planning And Remove Friction From Findability

July 26th, 2023
With contributors:
Amy Hayes , Barry Vasudevan , Phyllis Davidson , Lisa Gately , Lisa Nakano , Jennifer Bullock , Pippin Evarts , Drew Zalucky


Planning content around buyer questions is a foundational component of the go-to-market process that informs downstream enablement activities. However, B2B content is activated across thousands of scenarios by individuals who do not ask every predicted question in a predictable sequence. Because neither the journey stage nor the content asset type has a one-to-one correspondence with a buyer question, content waste remains a major problem. In this report, we introduce a framework to help portfolio marketers, demand marketers, content teams, and sales enablement teams define a minimum viable set of content that is fit for purpose and easy to find.

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