The status quo won't cut it
The B2B buyer has changed: self-education plays a much bigger role in the buyer journey than ever before and buyers expect a consistently good experience at every turn
Buyers are seeking and finding more information on their own and across a variety of touch points — they are in control of their own journey.
Information abundance makes it harder to be heard, let alone remembered. Digital experiences have never been more important.
Brands need to deliver consistent, high quality and relevant experiences optimised for the given context of each interaction.
The PDF doesn't cut it.
of Forbes Global 500 executives say that experience is the new B2B battleground
When responding to the digital experience mandate, the formats, tools and processes typically used to deliver content prove limited in increasingly problematic ways
Current content creation processes easily become disjointed and cumbersome – requiring the efforts of different teams to create, design, amend, vet and sign off before it can be published.
If a change is needed once a document has been published, it has to go back to the design team for edit and potentially to development to be republished.
There’s no control of versions that have been downloaded, so flawed or incorrect content can remain in circulation indefinitely.
The reading experience of PDFs and long scrolls are passive and monotonous, and prompt scanning more than deep engagement.
PDFs in particular offer very little information about how readers engage with the document, other than whether they opened or downloaded it. As such, it’s hard to judge how relevant the contents ultimately is, whether to create more like it, or how warm the lead is.
Production bottlenecks in design
Disjointed systems and process
Dense and static legacy formats
Lack of buyer insight
Superficial metrics
Poor integration of data
