Marketing Teams Are Wasting Budgets on Content That Stalls B2B Sales

Marketing departments frequently operate on intuition rather than data, leaving teams to guess which materials actually resonate with prospects. Terra Higginson, principal research director at Info-Tech, notes that low-value assets do more than merely fail to convert; they actively weaken brand confidence and slow the momentum of the entire sales cycle.

To correct this, the firm’s new blueprint, Create Assets to Accelerate the Buyer Journey, introduces a two-phase framework designed to purge ineffective content. The process begins with a rigorous benchmarking phase, where organizations must audit their existing libraries to identify and retire materials that no longer serve a clear business purpose. Once the clutter is cleared, firms transition to an evidence-based strategy focused on persona development and precise channel alignment. By replacing assumption-driven content creation with this structured methodology, leaders can stop subsidizing underperforming assets and instead invest in tools that directly support buyer decision-making and long-term revenue growth.