B2B companies are in a constant battle for relevancy with customers and prospects. Content is the one thing that, if done well, can help you win them over; if done badly or not at all (gasp! ), it will send your prospects straight into your competitor’s outstretched arms. This creates a unique challenge for CMOs and marketing leads. The success of your content marketing program doesn’t just hinge on the creative, which you’re probably already doing well.