On average, prospects receive 10 marketing touches through the course of a successful buyer's journey (one that ends in “closed-won”).
This statistic confirms that the task of shaping buyers' vision for products and services, once almost exclusively held by sales, is now shared with Marketing. In response, content marketing has emerged to serve this purpose. It is the alchemy of buyer intent, using education and entertainment to move buyers from latent need to requirements.
This Analyst Insight explores the current state of content marketing using data collected from 96 marketing practitioners, including 81 companies using content marketing between April and May 2013. This data reveals key best practices across the content marketing lifecycle and offers practical recommendations for companies looking to improve their content marketing execution.
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