State of Product Marketing 2019: Content Creation and Delivery
The emergence of digital technology in almost all aspects of business has led to rapid transformation in customers’ buying habits. Today, B2B buyers are better informed than before. Most buyers start their buying journey by searching for information online, reading reviews and connecting with peers on social networks before meeting with sellers. Added to this is the fact that buyers have become increasingly immune to generic messages and expect sellers, instead, to address their unique needs directly in their messaging.
With customer expectations increasing and the need for personalization growing, complexities in content creation and delivery have also risen in the product marketing domain. This study was undertaken to understand how marketers are coping with this change and what steps they are taking to address the shift in buyer behavior.