Trends Report

The State Of B2B Content, 2022

Invest In Content Strategy And Operations To Fuel The Customer Experience

September 20th, 2022
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
With contributors:
Phyllis Davidson , Kathleen Pierce , Laura Ramos , Lisa Nakano , Pippin Evarts , Robin Whiting

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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