Today's B2B marketplace includes a host of new channels, offers and insights. A new breed of empowered B2B buyers has significantly changed the marketing landscape. At the same time, however, executives have less free time than ever -- yet they are inundated with a growing list of responsibilities and decisions.
Given these shifts, marketers are challenged to create compelling content that reaches beyond their customary, product-focused comfort zones. The content they create must focus more on fostering thought leadership that can serve as a nurturing tool. They must create content with enough value to catch the attention of busy, distracted decision-makers.
- Published in Feature Articles