A Must-Have List of Content EVERY B2B Business Needs To Feed The Buyer’s Journey
It’s puzzling to me that B2B Marketers will often deploy a plethora of campaigns and produce an endless stream of content or social media updates without the very basic minimum, well-produced content library that every prospect is seeking when researching their next partner, product, provider, or service. The base of your content must directly feed your buyers’ journey.
Years ago, copywriter Bob Bly provided a list of reasons why marketing to businesses is very different from consumers:
- The business buyer wants to buy.
- The business buyer is sophisticated.
- The business buyer will read a lot of copy.
- The business buyer has a multi-step buying process.
- The business buyer has multiple buying influences.
- Business products are more complex.
- The business buyer buys for their company’s benefit as well as their own.