Here are THREE PILLARS that you can build to bridge your marketing and sales conversations:

1. 2. 3.

When it comes to B2B content…There’s a disconnect between

Companies don’t believetheir current content is working.

So, what’s the focus of their demand generationand sales enablement content today?

Introduces unconsidered needs and a disruptive

perspective

Designed to promote the company vision and brand promise

Emphasizes competitive differentiation and

features and benefits

Addresses needs identified in voice of

the customer research

WHAT COMPANIES BELIEVE HOW THEY BEHAVE

Only 11% of companies believe their conversion from content-driven leads to pipeline is “excellent.”

The majority of content isfocused on issues, productor company information.

Meanwhile, insight-driven content is used less than any other type of content in B2B marketing and sales!

47% said their lead conversion efforts were “sketchy” or “failing” to drive trackable impact”.

78% YES.

BUT...

AND THAT’S A PROBLEM.

NOPE.

believe it?

We’ve all heard the stat.But do B2B sales andmarketing professionals

B2B buyers are 57% or more of the way through the purchasing cycle before they engage a sales rep.

of respondents believe this is TRUE. 22%

aren’t convinced

vs.

www.conversation.com

Does this lack of change mean companies think their existing content is working?

In rank order, respondents are creating content based on:

Because research tells us that insight-driven content is themost effective type of messaging approach

Only 1 out of 4 believers have made significant changes in their content strategy as a result.

CompanyProductIssue / Problem Insight

1 2 3 4

Improve your contentwith insights based on “unconsidered needs”.

LEARN MORE

Establish a commonmessage methodology

between marketing and sales. LEARN MORE

Create “hand-off”messaging and contentfor better lead follow-up.

LEARN MORE

SO WHAT SHOULD YOU DO?