B2B buyers often have made up their minds about a purchase before a sales rep even gets a foot in the door. It’s no wonder, then, that more than 90% of B2B sellers have turned to content marketing to help regain access to buyers in the early stages of the purchase process. Yet CEB research finds that most of these efforts fall short of expectations. Why? The research, involving over 5,000 B2B purchase participants across 12 industries, uncovered three mistakes that undermine firms’ content marketing.