I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle with content marketing, it is diverting their focus.

Here is one example from TechTarget:

eBooks are earlier than white papers which are earlier than virtual trade shows? Yeah, right. Instead of focusing on content formats by stage, marketers need to [Read more…]