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BtoB marketing organizations need to dramatically improve their capacity to generate and deliver trusted, customer-relevant and strategically unified content across a multiplicity of digital channels, formats and device types. Unfortunately, vendor content too frequently lacks value and trustworthiness in the eyes of BtoB buyers, who are increasingly turning to more trusted, peer-driven sources of content along their path to purchase. Those are among the findings of our latest report from the CMO Council’s Content ROI Center. Our paper includes the results of a survey of more than 400 BtoB buyers and content seekers around the world who were reached through NetLine Corporation’s global content syndication and BtoB buyer engagement network. Their responses show that online content is playing a significant role in vendor selection and preference, but that vendors need to do much more in creating provocative, consultative and well-research content if they are to engage buyer audience. Our report also includes observations and insights from senior marketers at IBM, NEC, Deloitte, AlixPartners, LexisNexis and DocuSign, which highlight new directions, best practices, strategic imperatives, and challenges in content marketing.
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