B2B Buyers

Why Your Marketing Content Should Be “Job Focused” – B2B Marketing Article

The first step to designing an effective marketing strategy and creating compelling marketing content is to understand what your potential customers are trying to accomplish when they purchase products or services like those you provide. In most cases, people don’t buy a product or service because they want that product or service itself. More often, what they really want is what the product or service will help them accomplish. Theodore Levitt, the legendary professor of marketing at the Harvard Business…

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Why B2B Buying Cycles Are So Long – B2B Marketing Article

(The following is a post I published about two years ago. Since then, the number of people in the average B2B buying group has increased, and buying cycles are getting longer. New research by the Aberdeen Group explains why long buying cycles are still a fact of life for B2B marketing and sales professionals.) The Original Post New research reveals what influences B2B buying decisions and explains why the B2B buying process is getting longer. Earlier this month, Demand Gen…

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The Growing Personalization Conundrum for Marketers – B2B Marketing Article

For more than two decades, the value of personalization has been largely unquestioned in marketing circles. Most marketing leaders now view personalization as essential to marketing success, and providing personalized marketing messages and customer experiences has become a top priority in many companies. Several recent research studies have confirmed that marketers strongly believe personalization drives improved marketing performance, and that most are committed to making personalization a core component of their marketing efforts. For example: In the 2019 Trends in…

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21 Ways to Find Out What B2B Buyers Want • Copywriter Toronto – B2B Marketing Article

It’s challenging to create content that motivates B2B buyers to respond. Here are 21 ways to get to know your customers, so you can create content that engages them and brings you results.  As a B2B marketer, you know that good content boosts customer engagement and increases sales. In fact, more than 85% of top-performing marketers make content an integral part of their marketing strategy.  But creating engaging content isn’t always easy. One of the biggest content marketing challenges is relevancy.…

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