Low-Value Marketing Assets Impede B2B Buyer Journeys

Published: June 23, 2026 • Reading Time: 6 min read • Reporting: Intelligence Division

B2B buyers are navigating non-linear journeys across multiple competitors, rendering one-off campaign assets ineffective. Info-Tech Research Group's research highlights the need for more strategic marketing asset creation.

The traditional approach to marketing assets is no longer sufficient in today's complex B2B landscape. With buyers engaging in non-linear journeys, marketing teams require a more nuanced understanding of their target audience. Info-Tech Research Group's study emphasizes the importance of creating assets that cater to the buyer's needs, rather than relying on one-off campaigns. This shift towards more strategic asset creation can help reduce customer acquisition costs and drive conversions.