The value of content marketing extends beyond just a top-of-funnel activity. When leveraged correctly, content insights can provide critical intent and account data that can be used throughout the funnel to move buyers towards a sale. B2B companies such as SAP, IHS Markit and Blackbaud are investing their marketing dollars towards interactive content and content syndication networks to extend content reach, garner greater insights and refine their go-to-market strategies. The results are higher engagement, improved lead generation and better data on prospective buyers.
- Published in Industry Insights