Summary
Content plays an essential role in buyer and customer engagement. However, Forrester’s 2022 State Of B2B Content Survey shows that marketers must catch up on critical skills and practices to ensure their content will deliver its intended impact. The survey revealed gaps in marketing’s content focus and specific activities across the content lifecycle that should be improved. By investing in content strategy and operations, B2B organizations can increase efficiency, sales effectiveness, and the customer experience while reducing content waste.
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