Research Objectives
This research aims to meet the following three objectives:
■■ Identify shared challenges faced by marketing leaders in large business-to-business (B2B) organizations in structuring a digital
marketing capability and supporting a content-led marketing approach.
■■ Synthesize frameworks for understanding and resolving those challenges based on demonstrated practices and expert analysis.
■■ Provide meaningful recommendations and case examples to help B2B marketing leaders advance against their challenges