As a B2B marketer, if you had to pick between prioritizing one of the following tasks, which would it be: attracting a new audience and creating demand for your product, enabling your sales team, or creating a personalized buyer experience?
It’s a trick question — you shouldn’t have to choose. In fact, all three of these items should have an equally important role in your marketing and selling strategies. But how do you make sure you’re giving all of these tasks the time and attention they deserve in order for you to be successful?
Here’s my advice: look at it not as three separate tasks, but as a single task that can be accomplished by paying close attention to the buyer’s journey. Allow me to explain.
It all starts with content…
The modern B2B sales cycle has changed. It’s no longer a funnel, but a fluid, cyclic process with branching and overlapping paths that represent the buyers’ tendencies to conduct their own research to the point of purchase, then constantly re-evaluate those choices over time. Buyers are no longer telling companies exactly what they need to complete this research process, but they do expect companies to anticipate their needs and have the exact, personalized content they’re looking for, when they need it. Sounds like a realistic set of expectations, right…?
