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START THE FUNNEL PROCESS WITH THE RIGHT CONTENT
It’s important to leverage multiple channels to engage all influencers and decision-makers, across all stages of the buying process. In B2B, around 90% of researchers use search specifically to know about business purchases, and “71% start their research with a generic search” with an “average of 12 searches before engaging on a specific brand's site.” This means that a large portion of marketer’s buying audience is well into the search process before they even know that they exist. That’s why demand generation content is essential to reach these individuals.