buyer’s journey

10 Tips to Make the Most of Case Studies in B2B Content – B2B Marketing Article

Why Case Studies? According to the Content Preferences Report, buyers want to read about companies whose pain points they share. Millennial buyers express a similar sentiment, sharing in the Millennial buyers’ report that they placed a high value on learning from “people like them.” And, of course, case studies also present quantifiable facts about the results your customers have achieved implementing your solutions. Whether you’re already leveraging them in your content or plan to in the new year, here are…

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Make the Move to Audience-Centric Content in 6 Steps – B2B Marketing Article

Buyers always want to know “what’s in it for me?” Answering with product-centered information is a surefire way to lose their attention in a hurry. It’s so important that I decided to revisit a SiriusDecisions presentation about its Go-to-Market Execution Model in 2017 that helps ensure you’re transforming product-centric content to audience-centric engagement. The Go-to-Market Execution Model delivers a blueprint to operationalize sales, marketing and product alignment to grow the business faster with audience-centric messaging. Marisa Kopec, VP, Innovation and…

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Revisit Your Messaging Strategy for the New Buyer’s Journey – B2B Marketing Article

It’s not your imagination. The B2B buyer’s journey has changed — and the changes aren’t making your job as a content marketer any easier. In truth, the buyer’s journey is becoming more complex with more people involved at every stage. According to SiriusDecisions research, half of B2B buying decisions today involve a group of people. And that percentage goes up the bigger and more complex the business. When it comes to creating messages that resonate, you need to reassess your…

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the impact of earned media – B2B Marketing Article

Earned media can be an overlooked part of the buyer’s journey, with it often considered merely a ‘top of the sales funnel’ tool. In reality, this simply isn’t the case. While it’s impact at the top of the funnel cannot be denied, this does not fully encapsulate the impact earned media has throughout the entire buyer’s journey.

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