While the sales funnel is a useful model for understanding customer behavior, most customer journeys are much more complicated than we give them credit for. In order to create content that inspires and engages customers, we need to delve into the nuances of customer motivation and identify those moments when our content can make a real difference.
Today, 60% to 70% of B2B content goes unused. In our latest e-book, Douglas Karr, founder of the Marketing Technology Blog, shows us that the problem isn’t that the content isn't good enough, it's that we simply aren't mapping it to customer needs.
Download the e-book and learn how to:
- Examine all phases of your customers' journeys and map the moments when people find inspiration
- Identify the content you need to develop to help make the purchase decision easier or faster
- Leverage context to personalize the content