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Let's talk about B2B Buying Process


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    The Content Gap in the B2B Buying Process

    There’s a stat that gets cited in every B2B content marketing article: “buyers are X% through the process before they talk to sales.” You’ve seen it. The number changes depending on who’s publishing it. Gartner says 67%. Forrester says 75%. The point is always the same: buyers are doing a lot of research on their own. But nobody talks about this part. If buyers are doing all this self-directed research, then the content they find during that research IS your sales process.

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