Sixty-five per cent of B2B buyers are electing to self-educate by accessing industry and product information through online and mobile channels, before engaging with a salesperson. This trend has shifted the buying cycle from one that was sales driven to a more marketing-driven process. Now, more than ever, marketers are challenged to deliver relevant and engaging content across multiple channels and throughout the customer buying cycle. Recent research indicates that 73 per cent of B2B marketers need to produce more content today than they did just one year ago.This ON24 whitepaper investigates the role webinars play within the buying circle.