Content to Conversion:
Decoding the B2B Buyer Journey

The buyer journey is constantly changing. So is the role of content in driving conversions. So, when GTM teams say “content is king,” what do we really mean? Pavilion recently partnered with Kickstand to determine just that. 

We surveyed more than 800 B2B buyers to answer questions like: 

✅ How do different personas use content to make purchase decisions? 

✅ What forms of content are the most compelling? 

✅ Where do buyers prefer to interact with content? 

✅ What role should #artificialintelligence play in content strategies? 


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