Content is King and Engagement is Queen
When a buyer makes a purchase, they wade through and consume a lot of content and information to help guide their decision-making process. This is why we spend so much time and effort developing and sharing those killer presentations, white papers, and one-pagers.
However, Forrester reports that a whopping 59% of buyers say much of the content provided by solution providers is useless, spotlighting a substantial content engagement gap.
In this interview with guest speaker Laura Ramos, Vice President and Principal Analyst at Forrester, we discuss the importance of content in inspiring and facilitating buying decisions as well as how to refine your content and sales enablement strategies to bridge the content engagement gap.
Host: Tom Pisello, Founder of the Evolved Selling Institute and Chief Evangelist at Mediafly
Special guest: Laura Ramos, Vice President and Principal Analyst at Forrester Research