SiriusDecisions suggests that 60-70% of content produced by B2B companies goes unused, while research by Corporate Visions suggests it is even higher (90%). So why is this happening?
As B2B marketers face increasing pressure to create more content, it becomes more difficult to contextualize the content for audience relevancy. Without tailoring value propositions to market segments and buyer personas, it’s no surprise that buyers ignore vendor content. The popularity of ABM has compounded the problem as marketers attempt to personalize messaging to individual accounts to support IP-triggered ads and web page content.
For many B2B brands, their biggest opportunity to increase campaign performance is tailoring messaging to their target segments and buyer personas to improve relevancy and engagement.
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