Content requirements for B2B sales success have evolved significantly. With 69% of buying journeys occurring before vendor contact, sales teams need marketing to provide content that resonates with different stakeholders at each stage of their research and evaluation process.

Pieter Heyvaert from Materialise shares a proven approach: "We've found that our most successful conversion channels come from our own driven events, both webinars and physical gatherings. From a single event, we can potentially create around 20 distinct marketing pieces, including customer interviews, testimonials, and presentation highlights."

James Mensforth from Aircall outlines specific needs: "We need marketing's help in three key areas. First, in making case studies more actionable for sales conversations—moving away from beautifully designed PDFs to quick-reference formats with clear bullet points about problems, solutions, and outcomes. Second, in translating product updates into go-to-market language that resonates with prospects."

Arjun Mahajan from AND Digital describes their multimedia approach: "Beyond traditional educational content like white papers and case studies, we're seeing significant value in video content and interactive assessments. Webinars and customer testimonials have proven particularly effective at capturing attention and conveying complex information in a digestible format."

Georgina Beard from SEON addresses persona challenges: "Marketing needs to adapt its content strategy to address the expanded buying committee. Currently, there's a noticeable gap in content tailored for specific personas, particularly at the C-suite level. Unless a business is directly targeting CFOs, for instance, you rarely see content specifically crafted for their needs and perspectives."