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.
Avoid These Common B2B Content Marketing Mistakes
Stop with the “thought leadership” already.
February 10, 2016
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.