The technology industry, especially the ‘B2B’ sector, is one of the fastest-growing and most competitive markets of any industry. Prospective customers are sophisticated, informed and connected. They tend to educate themselves extensively before engaging with a vendor. When they do, they often keep their buying processes opaque.

This creates challenges for sales people and marketers across this industry segment. It is difficult to create content that is ‘just right’ for these discerning buyers, and even tougher to determine which content is best for the different stages of the sales cycles. Guessing is not a viable strategy.