The future of sales-enablement and demand gen lies in self-service content. Is your content marketing program ready?
Buyers continue to want control of the process long before they connect with a sales rep.
“At least half, probably more, of B2B buyers prefer a self-driven experience,” Ardath Albee, CEO of Marketing Interactions, said in a presentation at Content Marketing World in September. “They want to research on their own. They don’t think they need any help from the sellers.”