Abstract
The B2B service industry has traditionally relied heavily on its salesforce, but intense competition is forcing service providers to find ways beyond the salesforce to attract prospects and retain clients. In response, content marketing (CM) is one approach that has become important in B2B markets. According to a survey of 1,102 B2B marketers in North America in 2016 by Content Marketing Institute and MarketingProfs (Pulizzi and Handley, 2016), 89% of the respondents use CM, and 88% consider it an important component of their marketing program.
| Original language | English (US) |
|---|---|
| Title of host publication | Advances in Advertising Research |
| Subtitle of host publication | Power to Consumers |
| Editors | Verolien Cauberghe, Liselot Hudders, Martin Eisend |
| Publisher | Springer Gabler |
| Pages | 57-70 |
| Number of pages | 14 |
| Volume | IX |
| ISBN (Print) | 978-3658226800 |
| State | Published - 2018 |