Remember mass marketing? If you do, you’re probably familiar with rotary dial phones, and maybe you even owned a Walkman. Mass marketing – which for a long time ruled the sales process – is vanishing into history, along with floppy disks and fax machines. Now, thanks to the internet, content marketing is king, and it completely changed the way companies sell their products and solutions.

Overall, it’s poor management that quietly strangles good B2B material. Here’s how to fix it. Most marketing executives produce high-quality B2B content that contributes to direct and indirect revenue. 77% of marketers say effective B2B communications is a core element of business success. More than €4.73B is spent on content creation and distribution. That’s something to live for!

60-70% of B2B communications content is never used. Why? In a word, relevancy! So, how do you make B2B content relevant? It begins by understanding and tailoring messages to each stage of the buyer’s personal journey. There are three: Awareness; Consideration and Decision. Most B2B content is ignored by sales or their prospects. Why? Because it doesn’t address the right stage a prospect is in. Each prospect’s stage will vary greatly.

Many companies use a marketing automation tool as a stack consolidator, employing it for all e-mail marketing, content publication, landing page creation and similar actions. It reduces manual labor, reveals buyer behavior and automates lead qualification – and that makes it indispensable.