Trends Report

Tune Up Your Customer Content Strategy To Increase Retention

Personalized Product Information Delivers Value To Add-On Purchasers

September 16th, 2022
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
With contributors:
Conrad Mills , Amy Bills , Caroline Robertson , Alesia Garrett , Pippin Evarts , Robin Whiting

Summary

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.

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