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If content marketing is all about providing relevant information to help your customers make a decision, then no one needs this information more than a B2B customer. B2B customers aren’t deciding between what to order for dinner or where to buy their next coffee; they’re about to invest millions of dollars in major decisions that could make (or break) their businesses.
With more stakeholders needing to weigh in about these big decisions, it’s no surprise that the average sales cycle is longer than ever. Why? For starters, everyone has an opinion, but no one wants to be responsible for saying “Yes! This is the solution worth committing $2 million to” until they are 110 percent confident it is the right choice for their business…
