Overview

Interactive content experiences can help sales
close business and raise marketing’s profile

OVERVIEW

Interactive Content Experiences Can Help Sales Close Business And Raise Marketing’s Profile

Marketing in B2B firms must support sales teams with content that incorporates messages and insights that buyers empathize with and respond to.¹ Marketers face increasing pressure to prove ROI of content and activities and continually demonstrate marketing’s role in driving business.

Turtl commissioned Forrester Consulting to examine the relationship between marketing and sales and the state of content-driven outcomes in B2B firms. Our research uncovered the challenges that marketers face with delivering buyer behavior insights from content that helps sales teams close business. We found that interactive content experiences provide insights that help understand buyers, allow business growth through greater conversion, and raise marketing’s profile as a key business driver.

Key Findings

Although most B2B marketers believe they play a central role in driving business, fewer sales leaders agree. Why? Because marketing-provided content and insights rarely help sales teams close deals.

Most (94%) firms struggle with generating insights from marketing-created content and experiences. As a result, they cannot deliver insights on buyer behavior and motivations to help close business.

Interactive content experiences provide buyer insights that drive pipeline conversion and raise marketing’s profile as a key business driver; content marketing platforms help them get there faster.