Buyer behavior · Experimental study of B2B content relevance across journey stages
Digital Content Marketing on Social Media Along the B2B Customer Journey: The Effect of Timely Content Delivery on Customer Engagement
Industrial Marketing Management · 2024
Summary
Content judged relevant to a particular customer-journey stage increased engagement with both the selling firm and its content.
For your marketing
Possible founder application
Map content to the reader's current task and test different sequences rather than enforcing one universal funnel. Measure meaningful downstream B2B outcomes along with engagement.
Reported result
What the study found
Content judged relevant to a particular customer-journey stage increased engagement with both the selling firm and its content. The study found no universally correct sequence for presenting content because preferences differed across individuals.
Research question
What the authors investigated
How does the relevance of firm-generated social content to a buyer's current journey stage affect B2B engagement?
Design
An experimental approach tests the relationship between journey-stage relevance of firm-generated social-media content and customer engagement.
Sample and setting
B2B content and customer-journey scenarios; the abstract does not disclose sample size or full recruitment details.
Scope and transfer
Limitations to keep in view
The abstract does not specify the sample or all experimental manipulations. Engagement is not equivalent to pipeline or revenue, and the optimal content sequence may vary by market and sales cycle.
Research sources
Industrial Marketing Management publisher abstract and article metadata; central experiment conclusion is stated in the abstract.