It’s no secret that today’s buyers are overwhelmed. The average consumer experiences tremendous marketing fatigue, and with the proliferation of available marketing channels, content formats, and competition, buyers are bombarded from every angle—and the experience isn’t always a positive one. When 70% of buying decisions are made before ever talking to a salesperson1, are we, as marketers, enabling those decisions or hindering them?
The differences between companies are growing narrower and narrower, and organizations can no longer rely solely on their features to push a decision forward.
These days, experience matters more than ever. And the onus of that experience is beginning to lean on marketing far more heavily. At the same time, marketing
is continuing to take on more of the buyer’s journey than ever before, and today, marketers spend exorbitant amounts of money trying to get the attention of the buyer. But have the outcomes justified the cost? How are marketers encouraging engagement? And what happens once they capture it?
New research from Uberflip and Heinz Marketing uncovers how today’s B2B financial services marketing leaders, as well as marketing leaders in the broader
market, think about content, perceive its importance in their organization, and how the most successful marketing professionals utilize content to accelerate the buyer’s journey.