While most B2B marketers understand that content is the fuel that drives qualified demand, a survey conducted by Demand Gen Report reveals that B2B buyers struggle to find and engage with relevant content on the path to purchase. So while content is definitely the fuel, the engine must be on-demand in order for your marketing to be successful. Let’s dive into the report:
Demand Gen Report surveyed 196 marketers and found several gaps hampering marketers’ ability to surface content at critical stages in the buyer journey.
While 93% of B2B buyers recommend marketers package related content together to make it easier to find, only 14% of marketers surveyed in said they are packaging together assets that have a logical progression of buyer requirements to encourage buyers to progress through the buying journey.
Simply put: marketers are making it too hard for prospects to find the content they need to quickly make an informed purchase decision.
The Urgent Need For On-Demand Marketing
As B2B marketers, we need to take a hard look at what our prospects want versus what we’re giving them. The growing disconnect between buyer expectations in terms of how they wish to consume content and how marketers are delivering it is of critical concern. Nine out of ten B2B buyers say the vendor they chose provided a better mix of content to help them through each stage of the research and purchase consideration process. Marketers continue to invest heavily in content creation and promotion, but the new research strongly suggests that their content delivery mechanism is broken–it doesn’t follow the same on-demand marketing protocol their more successful B2C counterparts (think Netflix) do.
Sales-ready B2B buyers are ready for more information about your company, products and services right now. If you’re making your content too hard to find and access via your website, they will go elsewhere to find the information they need.
If you want to have a positive impact on the quality of leads and funnel velocity, you need more people to view more content for longer periods of time. Our own PathFactory client data support these findings, proving that prospects who consume more content per click are better qualified, more likely to be sales-accepted, move faster through the funnel and buy more:
- 3x Increase in MQL Conversion Rates
- 2.4x More Likely to be Sales-Ready
- 2.3x Faster Through the Funnel
- 2.4x Higher Annual Contract Value
Content Connection Points details the gaps that exist in content delivery today and offers practical solutions to help marketers create a more on-demand strategy that better aligns their content with the needs of today’s busy, research-savvy and digitally-empowered B2B buyers.
Here’s a preview of what you’ll find in the report:
- The challenges marketers face in delivering relevant content in the right moment
- Aligning website goals with demand gen strategies
- Content gating challenges – to gate or not to gate your content
- The B2B marketer’s quest to identify sales-ready buyers
- Next-gen content approaches to delivering the on-demand marketing modern buyers expect
Click the image below to read the Demand Gen Report survey now – proudly sponsored by PathFactory (formerly LookBookHQ) and presented in a PathFactory Content Track.