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You are here: Home / Archives for b2b buying decisions

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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

customer centric

Customer centricity mostly misses the mark in B2B. Strangely, B2B companies use it to foster an inside-out perspective. The concept seems to be more about talking the talk than walking the walk. We can say we’re customer centric all we want, but for … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, b2b buyer preferences, b2b buying decisions, buyer alignment

Ardath Albee Leave a Comment

Use Questions as Your Framework for B2B Buyer Enablement

I love questions. Questions are how you learn things. Questions create curiosity. But, for marketers, questions are one key to B2B buyer enablement. The process of Q&A drives momentum based on addressing how context shifts with each new intake of … [Read more...]

Filed Under: B2B Buyer Enablement, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment

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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...]

Filed Under: Account-Based Marketing (ABM), B2B Buyer Enablement, B2B Buyer Experience Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment

Ardath Albee Leave a Comment

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...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, b2b buying decisions, B2B content, buyer alignment

Ardath Albee Leave a Comment

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...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience Tagged With: b2b buyer preferences, b2b buying decisions, content marketing strategy

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Marketing Interactions, Inc. works with B2B clients to create buyer personas and digital marketing strategies for complex sales that are compelling, highly leveraged and, most importantly, designed to engage prospects across the entirety of the buying process – what Ardath Albee, CEO, calls The Continuum Experience.

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