Take one look at Showpad's website, and you'll quickly realize that we're a bit obsessed with content activation.
There's a good reason for that. We believe it can save businesses as much as $3.64 billion each year. Research shows that's how much marketers – in the US alone – spend on content that goes unused, meaning it's never touched by sales and thus never helps to close a deal.
That's sad, considering most companies are doubling down on content, with 76% of B2B businesses saying they'll generate more – including ebooks, infographics, blog posts, and so on – than they did last year.
But why are we making you read all this information when we've got a lovely infographic that explains it? Look below to learn why content activation stakes are so high, and why you should care whether your sales team uses content your marketing team creates.