Info-Tech Research Group publishes blueprint to cut B2B buyer journey friction caused by low-value marketing assets

B2B marketing teams are producing content that does not move buyers, and the cost is showing up in conversion metrics and acquisition budgets. Info-Tech Research Group released its Create Assets to Accelerate the Buyer Journey blueprint on June 22, offering marketing leaders a structured, data-driven method to audit existing content, retire what is not working, and build assets that are actually calibrated to buyer behavior.

The blueprint arrives as B2B purchasing decisions have grown more complex and non-linear. Buyers now move across multiple competitors and channels before committing, which means the one-off campaign asset, a single whitepaper or product sheet built for a specific initiative, no longer reliably drives conversion on its own. According to PR Newswire, Info-Tech's research identifies ineffective asset strategies as a direct cause of low conversion rates, rising customer acquisition costs, stalled pipelines, and weakened brand credibility.

The operational gap: guessing without data

Most marketing teams are aware their content library has a performance problem. The harder issue is knowing precisely which assets are contributing to revenue and which are consuming budget without measurable return. Limited headcount, constrained budgets, and insufficient buyer insight all compound the problem, leaving content decisions driven more by instinct than evidence, per the PR Newswire release.

Terra Higginson, principal research director at Info-Tech Research Group, framed the risk directly in the firm's announcement: without buyer journey data, marketing teams are still guessing at what will move buyers forward. Low-value assets, she noted, do more than simply underperform. They slow conversion, raise acquisition costs, and erode confidence in marketing's capacity to support revenue growth.

The diagnosis points to a structural problem in how many B2B marketing organizations manage their content portfolios. Assets accumulate over time without a formal retirement process. Without benchmarking, there is no mechanism to distinguish content that stalls buyers from content that accelerates them.

A two-phase methodology built for marketing operators

Info-Tech's blueprint is organized around two sequential phases designed to be applied in order, not simultaneously. The sequencing matters operationally: marketing teams are asked to stop before they build.

Phase one requires benchmarking the existing asset portfolio. Teams evaluate content against buyer engagement and business objectives, then make explicit decisions about what to update, retain, or retire. The deliberate retirement step, formalized through the blueprint's Asset Sunsetting Tool, is designed to free up capacity and budget that would otherwise keep funding content with diminishing returns, according to the PR Newswire release.

Phase two shifts to building. Organizations work through persona development, message mapping, channel selection, and asset planning to create content experiences that match actual buyer decision-making patterns. The sequence ensures new investment is guided by demand signals rather than internal assumptions about what buyers want.

• Asset Sunsetting Tool: formalizes the retirement decision for underperforming content
• Build vs. Buy Decision Tree: guides make-or-source decisions for new assets
• B2B Cadence Formula Worksheet: structures content sequencing across the buyer journey
• Asset Quick Start Guide: accelerates asset development for prioritized gaps
• Asset Effectiveness Cheat Sheet: provides a fast evaluation rubric for existing and new content

These five tools ship with the blueprint and are intended to reduce the time between framework adoption and actual portfolio change, according to Info-Tech's announcement via PR Newswire.

What marketing and revenue operations teams should act on now

For marketing operations and demand generation leaders, the practical implication is a call to audit before the next planning cycle. Organizations that continue investing in new asset production without first benchmarking existing content risk compounding the problem: more assets, more spend, no clearer signal on what is driving pipeline.

The blueprint's explicit inclusion of a Build vs. Buy Decision Tree is notable for procurement and marketing operations teams managing vendor relationships or agency retainers. Deciding whether to produce assets internally or source them externally is rarely formalized, and Info-Tech's tool addresses that gap directly.

Info-Tech Research Group serves IT and business leaders globally. Marketing professionals seeking access to the full blueprint and commentary from Terra Higginson can contact the firm directly at pr@infotech.com.