Does any industry face a more complex audience journey and marketing/sales process than B2B technology? Consider the number of people who influence a sale, the length of the decision-making cycle, the competing interests of the people who purchase, implement, manage, and use the technology. It’s a lot. Whether or not they have the most difficult jobs, tech content marketers feel the challenge of that complexity. In CMI’s latest research, 68% of tech content marketers named creating content that appeals to multiple roles as their top challenge.