The old adage - "content is king" still remains true – especially in the world of B2B sales. Today's buyers are conducting the majority of their research before they even speak with a vendor. When you consider only 5% of a buyer's time is spent with sellers, it's clear the content a seller shares is their best chance to influence buying decisions when they aren't in the room.

But it's not just any content. Buyers are demanding content that speaks to their specific pains at every step of the buying journey. According to Forrester, 89% of buyers say it's important or very important that vendors provide them with relevant content at each stage of the buying cycle.

As a marketing leader, I've seen firsthand the power content offers and the crucial role it plays in fostering confidence and trust with your buyers - but I'd argue that how you manage the content is even more important than the content itself.

In the 2023 State of Revenue Enablement report, we found organizations continue to face major challenges when it comes to their sales content. Nearly half (46%) report that sellers spend too much time creating or personalizing content and a third (34%) say they don't have proper insight to understand what content is actually working.