B2B Growth is a daily podcast dedicated to helping B2B marketing leaders achieve explosive growth. Each episode features an interview with a B2B marketing executive or thought leader, discussing topics like: B2B marketing strategy, account-based marketing (ABM), content marketing, marketing technology (MarTech), B2B strategic partnerships, aligning marketing with sales, social media, content creation and promotion, leadership, buyer personas, agile marketing, and more.
Sales and marketing departments for B2B companies are spending $5.2 billion a year on creating and delivering content.
Shockingly, only 30% of that content is actually being used.
Content waste is costing companies, so how can marketers start producing content that both salespeople and customers can actually put to use?
The short answer: Content activation.