According to a recent Demand Gen report, 51% of B2B buyers are relying more on content now to research their buying decisions than they did one year ago.

At the same time, 83% of these same buyers say they are overwhelmed by the sheer volume of content that’s available to them.

What’s wrong with this picture? Prospects are demanding more content. Organizations are scrambling to fill that demand. Yet with all that content, your prospects are still sticking with the status quo.

There’s a clear disconnect, and it begins with the way most organizations approach content creation—in siloes. Marketing teams tell one story, while sales teams tell another. It’s no surprise that with so much mis-aligned messaging and content, 60% of qualified deals end up in no decision.

The customer conversation doesn’t begin and end with a campaign or a sales call. It’s a continuum that extends across every touch point, from thought leadership to demand gen to first call to close. That’s why you need to base all your sales and marketing content on one powerful, differentiated story—a story that is rooted in decision-making science and remains compelling and consistent at every step of the buyer’s journey.

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