Since the start of the pandemic, content has flooded digital channels trying to gain the attention of self-reliant buyers. The noise is deafening. And much of the B2B content produced is leaving buyers cold. Edelman and LinkedIn recently released … [Read more...]
Stop Asking B2B Buyers to Take Leaps of Faith with Content
The content we use to engage B2B buyers must resonate and be relevant. Unfortunately, this is a challenge that marketers continue to struggle with. And that’s not surprising given the rate things change in today’s market landscape. However, … [Read more...]
Help Your B2B Buyers Do Their Own Discovery
Discovery is most often considered a function performed by sales reps. But in this context, it’s more about discovery FOR the sales rep, NOT B2B buyers. One of the problems marketing and sales have as B2B buyers' roles shift is that they start too … [Read more...]
Rethink B2B Content for Buyer Enablement
Buyers need to complete specific jobs before consensus can be reached for a buying decision. They need information that helps them understand what to ask, do, understand, and evaluate. And they benefit from B2B content that shows them how to do those … [Read more...]
Closing the Gap Between B2B Buying and Selling
“Sellers use their sales process to place solutions.” “Buyers use their buying decision process to figure out how to resolve their problem with the least disruption.” This is how Sharon Drew Morgen explains it. She’s been working to expose and … [Read more...]
