Traditional content marketing programs use static PDF assets. This approach cannot provide the business intelligence needed to meet the demands marketers face today.
To compensate for low conversions rates, marketers have had to narrow their target audience profiles to higher/specific titles, job functions, and custom questions. In most cases, this approach has not improved ROI because of the higher cost per lead, lower delivery volume, and the fact that they are filtering out many potential key influencers and/or decision makers.