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.