The Battle for Content Marketing: To Gate or Not to Gate

With conversion rates commonly ranging between just 1-3% (First Page Sage, 2024), strategies to reduce buyer drop-off are frequently discussed in B2B marketing. While some attrition is unavoidable, investigating the specific reasons why your buyers might be disappearing from the B2B sale

As uncertainty and buyer scrutiny continue to shape the B2B buying process, organisations must innovate their approach to engage the entirety of buying groups and motivate them to take action. Buyers contact vendors 70% into the B2B buying journey, with 84% conducting the sale with their f

Successfully engaging B2B buyers requires a deep understanding of the specific challenges they encounter in the buying process. Buying committees have adopted a defensive stance as a result of heightened scrutiny on spending and a greater need to demonstrate return on investment (ROI). Th

The channel space is an untapped market with the potential to deliver substantial ROI due to its resilience to macroeconomic uncertainty, currency volatility, supply chain unpredictability, and even IT industry pressure. In fact, according to Canalys, the channel space saw full-year doub

This is largely due to the current state of demand generation content. According to a Demand Gen Report survey, 51% of buyers revealed that the content they received was too generic and irrelevant to their needs in 2024, while just 38% had the same grievance in 2023. Even as far back as

Economic uncertainty, the consequential rise in client scrutiny and expanding buying groups (INFUSE Voice of the Buyer, 2024) have made delivering a high-quality digital experience a top priority. With 80% of clients believing that the client experience (CX) a company provides is as