Content is more important to B2B sales than ever. Fifty-nine per cent of B2B buyers now prefer to research online instead of talking with a sales rep. And the typical B2B purchase decision is 57 per cent complete before a customer ever contacts a sales rep. That’s why B2B organisations have embraced content marketing. Some have adopted an “arms race” mentality—rushing to build more content than the competition.
But too much content can backfire. B2B buyers can be overwhelmed by too much information. At the same time, more than half of all B2B purchases are made by committees composed of multiple stakeholders who have various distinct interests. What does this mean for your content strategy? Your B2B e-commerce site must get the right content in the right amount to the right people. In other words, you need content-powered commerce.
This guide outlines five tips for delivering content-powered commerce that make it easier for B2B buyers to find the right content and make better buying decisions.