Eight out of ten times, we couldn't make a connection. In other words, we only saw a connection between content engagement and the buyer's journey in 20% of closed, won deals.
One key reason is the lack of integration with sales tools like Gong and Outreach. This highlights the ongoing gap between sales enablement and marketing.
Sales reps have their own favorite content, likely created by marketing. Found 3-4 'go-to' pieces of content reps use to advance discussions.
When using customer research to understand the buyer's journey, buyers' actions might differ from their stated preferences. Online behaviors show content engagement based on personal preferences over information needs.
#content-engagement #buyers-journey #sales-and-marketing-strategies #customer-behavior #integration-challenges
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