DEMANDING VIEWS OPTIMIZE THE CONTENT EXPERIENCE TO ENGAGE CUSTOMERS Buyers today are looking for content that is mobile optimized, well-organized and easily discoverable. They also want content in an engaging format that doesn’t lead to a dead end, but rather recommends the next relevant piece of content. No one wants to go through intricate lead gen forms and processes; we want easily accessible content. Think about the last time you wanted to watch a movie at home. None of us are still driving our families to the local Blockbuster to wander the aisles of alphabetized DVDs. Instead we turn on Netflix and pick from recommendations of new movies and shows that suit our tastes. The expectations for B2B content aren’t much different. The problem is that most B2B organizations lack the infrastructure to create, Shannon Dougall, tailor and control the content experiences that their buyers are looking for. Many B2B marketers are stuck offering their buyers a homogenous experience VP Marketing, Uberflip rather than a personalized one. They see limited ROI from their content efforts, because they lack the ability to optimize the content experience and are Shannon Dougall is an adventurer, sacrificing conversions and engagement. scientist, and artist in the field of Content is the most effective way to ignite meaningful relationships, but even the marketing. She has been compared greatest content must be combined with a remarkable experience to reach its to a Swiss Army Knife, using her full potential. A great content experience keeps your buyers engaged by allowing experiences and learnings towards them to easily choose the content journey that makes sense for them. B2B an all-in-one type of demand marketers need to create remarkable content experiences across the entire buyer generation and customer acquisition. journey – starting with marketing, and expanding to sales and customer success. 2017 Content Preferences Survey Report • 11