As B2B marketers shift ever more resources toward positioning themselves as leaders in digital transformation, keeping up with the actual state of the market is essential. Today’s reality, according to ITSMA’s 2018 Digital Transformation Brand Tracking Study, is that a majority of large and mid-sized companies have moved well beyond the testing/piloting stage.
ITSMA rolled out the new 4 P’s of content marketing last year: Personalized, Proactive, Peer Influenced, and Proven. As B2B buyers continue to raise the bar on relevant and credible content, our new study shows the 4 P’s are more necessary than ever.
Well-crafted buyer personas help marketers create more impactful messaging and drive deeper engagement with clients and prospects. But many marketers short-cut the development process and make due with role-based profiles, not research-based personas that reflect real insight into the solution buying process.
ITSMA’s recent How Buyers Consume Information study revealed some good news: Buyers want our content! But the bar is quite high. According to the study, a new Four P’s are emerging to guide content marketing that truly connects: Personalized, Proactive, Peer Influenced, and Proven.