Low-Value Marketing Assets Are Slowing Buyer Journeys and Raising Customer Acquisition Costs, Says Info-Tech Research Group

2026-06-22 · Source: The AI Journal · Field: Business & Management — Marketing, Branding & Advertising, Operations & Process Management · Depth: Intermediate, quick

Summary

Info-Tech Research Group announced on June 22, 2026, the release of its new blueprint, "Create Assets to Accelerate the Buyer Journey." This resource addresses the challenge B2B marketing teams face with low-value assets slowing buyer journeys and increasing customer acquisition costs in complex, non-linear purchasing environments. The blueprint outlines a data-driven methodology to help marketing leaders benchmark existing asset performance, identify and retire underperforming content, and construct buyer-focused content journeys. It proposes a two-phase framework: first, "Benchmark and Sunset Assets" to evaluate and make decisions on existing content; second, "Identify and Build High-Value Assets" focusing on persona development, message mapping, and channel selection. This approach aims to improve engagement, conversion rates, and overall revenue outcomes by replacing assumption-based planning with structured, data-driven strategies.

Key takeaway

For marketing leaders struggling with inefficient content strategies, you should adopt a data-driven approach to optimize your marketing assets. Implementing Info-Tech's two-phase framework will enable you to benchmark existing content, retire low-value materials, and strategically build new assets aligned with buyer needs. This shift will directly improve engagement, accelerate buyer journeys, and reduce your customer acquisition costs, strengthening marketing's contribution to revenue growth.

Key insights

Data-driven asset optimization is crucial for accelerating B2B buyer journeys and reducing customer acquisition costs.

Principles

• Benchmark asset performance to identify value.
• Retire underperforming content to improve efficiency.
• Align assets to buyer needs and preferred channels.

Method

A two-phase methodology: first, benchmark and sunset existing assets; then, identify and build high-value assets through persona development and message mapping.

In practice

• Use an Asset Sunsetting Tool.
• Apply a B2B Cadence Formula.
• Consult an Asset Effectiveness Cheat Sheet.

Topics

• Marketing Asset Optimization
• B2B Buyer Journey
• Customer Acquisition Cost
• Content Strategy
• Data-Driven Marketing
• Info-Tech Research Group

Best for: Marketing Professional, Consultant

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Editorial summary, takeaway, and curation by AIssential. Original article published by The AI Journal.