With 71% of B2B executives already down on marketers' content, it won't be long before 99% of them shut their eyes to it.
Marketing automation users are to blame.
In their frenzied efforts to target personas, they've forgotten persons.
The persons least targeted are, in fact, the folks who share the content that most influences buyers.
As salespeople know, sales result from speaking and sharing the right content with the worker bees who forage at trade shows.
That's why the event industry has been forever able to tout its channel as B2B's Number 1 "sales accelerator;" and why events have perennially been B2B companies' Number 1 choice among media for lead generation and relationship management.
The demise of content marketing will soon make events the top medium for content sharing, too.
DISCLOSURE: My employer serves the event industry.