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
Kathleen Pierce, Principal Analyst
Kathleen Pierce Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
With contributors:
Amy Hayes , Barry Vasudevan , Phyllis Davidson , Lisa Gately , Lisa Nakano , Jennifer Bullock , Pippin Evarts , Drew Zalucky

Summary

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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