New Data From Walker Sands Highlights The Essential Role Of Content For B2B Success

The B2B industry is undergoing a seismic shift as competition heats up and digital takes over. Content has emerged as a pivotal differentiator across B2B organizations and brands are recognizing its direct tie to business success. In fact, released today by Walker Sands, “The Future of B2B Content 2019” report reveals that nearly all B2B brands (98 percent) recognize that content’s performance justifies its cost. To better understand the role content plays in B2B business success, Walker Sands, an integrated PR and digital marketing agency for B2B technology and professional services companies, surveyed 300 B2B marketers with active roles in their companies’ current content programs. “The Future of B2B Content 2019” report found that B2B marketers are focused on investments in short-form content channels to drive leads, increasingly reliant on external content partnerships and in need of greater collaboration across stakeholders for content strategy. The report also uncovered the growing role video/multimedia content plays in the B2B content arena.