Trends Report

Tune Up Your Customer Content Strategy To Increase Retention

Personalized Product Information Delivers Value To Add-On Purchasers

September 16th, 2022
With contributors:
Conrad Mills , Amy Bills , Caroline Robertson , Alesia Garrett , Pippin Evarts , Robin Whiting


Customers have specific content needs and expectations — they find content about products and services from their current vendors quite valuable, rating it above peers and tech news. Forrester’s 2021 Content Preferences Survey shows why B2B marketers should personalize customer-facing content to demonstrate an understanding of customers’ roles, businesses, and market conditions. B2B teams should use this report to update content plans and address specific customer preferences. Use business case and ROI information to support renewal and retention.

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.