B2B sales content can be a fickle friend. There's no denying content is an essential tool in today's sales cycles, but many organizations struggle to wield it effectively.

Consider this: just 5% of a buyer's time is spent with sellers. During the other 95% of the evaluation process, buyers are conducting their own research relying on content and other sources to inform their decision.

Not only do sellers need to make every second of facetime count, but they have to drive deals forward with relevant content. As we like to say here at Mediafly, your content is what continues to sell when you're no longer in the room or on the Zoom. Content is what shapes buyers' decisions, validates their potential purchase, curries favor with other stakeholders and ultimately guides them to "yes."

And the stakes for content are high. According to Gartner, more than half of buyers (55%) encounter so much trustworthy information they actually feel overwhelmed! So even when sellers share informative content, it has to be the right content or else it can overwhelm your buyers. Needless to say, it's more important than ever for sellers to deliver the right piece of content to the right person at the right moment.