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State of Sales & Marketing: 50 Fastest-Growing B2B Companies9
With the rise of inbound marketing and
content marketing, content has become
the cornerstone of many modern B2B
marketing operations.
Here’s how it typically works: Blogging
drives top-of-the-funnel traffic to a
company’s website. From there, calls-
to-action (CTAs) encourage visitors
to download content (e.g. ebooks,
whitepapers, and templates) so they can
learn more about a particular topic.
This process can be repeated and scaled by
marketing teams to include a wide variety
of tactics at every stage of the funnel, but
the end goal is always the same: to add
value and build relationships that drive
revenue for your business.
The majority of companies we looked at use
content to drive demand and educate their
target audiences.

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