The Power of Content Marketing to Drive Profits

The Power of Content Marketing to Drive Profits

The relationship between buyers and sellers has undergone a major transformation. Traditional sales and marketing practices have lost much of their effectiveness to influence buyer behavior and drive profits. According to a study commissioned in 2016 by the Corporate Executive Board (CEB) and Google, both B2B and B2C customers reported being more than 60 percent through the marketing and sales process before engaging a sales rep, regardless of price point. More accurately, 60 percent of the sales process just disappeared.