If a marketing campaign spends too much time promoting an enterprise’s good and services, customers aren’t impressed. One of the biggest challenges facing B2B marketers who are trying to generate demand is linked to content problems. A new survey reveals the current state of content ineffectiveness and opportunities for marketers to improve.
Purchasing agents in the technology industry have long been accustomed to being educated on the latest version of a product or service before they sign on the dotted line. The industry standard for the educational process has long been the white paper. Eccolo Media, in its recent B2B Technology Collateral Survey, reports that decision makers read white papers even before they issue an RFP (request for proposal).