The Future of B2B Content: Data-Informed, Interactive, and Influential
Before embarking on any new marketing initiative or trying a new tactic, B2B marketers need to answer and essential question: Why?
While most B2B marketers won’t admit it, many still practice some “spaghetti/wall marketing” wherein each year they throw new digital tactics “against the wall” to see what sticks without really knowing why a tactic would work for their audience over another.
This is not to say that you should stifle your desire to innovate and try new things. But you need to be strategic and test. I would challenge more marketers to do more research around customer insights and preferences so that…