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...]
Never Assume B2B Buyers Know How to Buy
One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or trade show is that they’re buyers. There’s nothing inherently wrong in this with the exception that the … [Read more...]
How Many B2B Buyer Personas Do You Need?
One of the first things potential clients say to me is something along the lines of how many buyer personas they think they need to create. I’ve heard everything from one to fifty-two. The average is three to five B2B buyer personas. But even … [Read more...]
Inclusive Relevance: Your Content’s Job Description
A funny thing happened with the growth of information availability. Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to … [Read more...]
