There is an often-quoted economic theory that describes the balance that occurs when competitors in a market of a fixed size win or lose share depending on the success or failure of the other. The “zero sum game” (as it is known) has been cited so often since the financial crisis of the late 2000’s slowed global growth, that its continued use is becoming something of a cliché.
To differentiate in the crowded B2B marketscape, marketers are leaning more heavily on content marketing techniques. In fact, content marketing is now the 3rd largest marketing spend, behind advertising and events. There’s a lot of content marketing noise for buyers to wade through, which is why so many marketing teams are looking for ways to make content more relevant for their audiences throughout their buyer journeys.