New Walker Sands "Future of B2B Content 2024" Data Reveals Contents Shifting Impact on B2B Marketing and Areas For Improvement
Summary
This marks a shift from 2019, when social media (46%), website content (45%), and data reports (40%) were seen as the most valuable. But when I talk to clients now, Im noticing a shift — todays B2B brands are looking for stronger alignment between their B2B content and their most important business objectives." It starts with naming the outcome (Why), then crafts a strategy (How) to get there as thoughtfully and efficiently as possible, considering the message (What) and the media (Where) with key audiences in mind. "When you design a marketing program in service to a specific business outcome or objective, its audience-centric by definition," said Andrew Cross, co-CEO of Walker Sands. But as we know, great content -- the kind that really makes an impact -- is designed to meet audiences specific needs.