One of the recurring themes over the past three years is the yin and yang of attempts to engage customers and buyers through digital and content marketing. The statistics on surveys from Forrester, McKinsey, IBM, Sirius Decisions, and others have all been surprisingly constant. Reflecting the fact of sixty-five to seventy percent of content goes unread or is found irrelevant. Yet, in other surveys, consistently, more than eighty-five percent of marketers proclaim implementing digital and content marketing, as well as, marketing automation.
It does not take too much thinking or observation to see something is amiss here. Organizations, including B2B, are spending enormous funds to engage customers, yet, the return and results are less than sparkling…
