Vision Report

Modern B2B Buying And Selling Requires A Singular Content Strategy

Four Practices Align Marketing Content To Both Buyers And Sellers

May 7th, 2021
With contributors:
Caroline Robertson , Meredith Cain , Jennifer Zhang , Kara Hartig

Summary

Sellers need marketing to support them with content that incorporates the messages and insights to which buyers respond well. A single B2B content marketing strategy shared by marketing and sales ensures that sellers can effectively present the company’s offerings to prospects and buyers receive a consistent brand experience. To satisfy the need for interesting business-relevant content, this report details four best practices to adopt: automate how you track content data and synthesize insights, invest in systems that value sales as a primary delivery channel, make content creation collaborative, and develop modular content that supports remote updates and automated customization at scale.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.