Understand who your buyers are. You may have operational buyers, technical buyers, and the economic buyer (the final budget holder) involved. Understand how they make their decisions as a group.
Marketers in any b2b company continue to come to terms with the changing way that people buy their products and services.
Many years ago, people typically sought information about potential solutions to their business issues by engaging with potential suppliers, whether at events, by reading their brochures, from press articles, or by meeting with their salespeople.
Now, the infinite variety of digital channels means that b2b buyers no longer need to go to industry conferences or even meet with salespeople to get the information they need to make a decision or create a shortlist of companies.
An effective content marketing strategy helps companies engage with prospects in a way that mirrors how these prospects want to be sold to. Creating the right content in the right way can support a range of marketing campaigns, whether it includes a blog post, video content, a whitepaper, a case study, or a business case.
These can be used in social media campaigns, feature in search engine optimization (SEO) initiatives, or in online advertising to support a digital marketing plan that drives the results a business needs from its inbound marketing campaigns.