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During our 40+ years as a B2B publisher, we’ve had a simple underlying principle that’s guided us. We’ve obsessed over it.

It’s led to the publication of magazine titles, the launch of the first online B2B publication (Water Online), and the creation of multiple live events. It’s a simple three-word mantra that’s uttered just about any time we face a strategic question: Follow your reader.

When doing so, we’ve always found our answer.

Is it time to launch a new publication? Shut one down? Cover a new topic? Expand our footprint within a vertical? These difficult, business-shaping questions have been answered by speaking with readers and asking, “How can we be more helpful?” We’ve gone long in the time we’ve invested to learn and understand our readers.

Fast forward to today.

We continue to have conversations with our readers and our customers, the B2B marketers of the world. We’ve heard so many common refrains. It is so much more difficult to reach new prospects. The B2B purchasing process in our industry has completely changed in the last 10 years. Measuring marketing ROI is a challenge.

We think marketers – when armed with the right strategy and actionable data – are the lifeblood of successful B2B companies. So, we asked ourselves, “What would it look like if we applied our ‘follow your reader’ principle to B2B marketing? Would it be possible to develop a framework to help B2B marketers?”

And from there Follow Your Buyer was born.

In order to actually help customers in today’s B2B environment, you have to follow them along their buyer’s journey. Instead, too many marketers try to force customers through their sales cycle, and that just doesn’t work. We’re here to explain the difference between helping and selling. And in doing so, our hope is to educate a new generation of B2B marketers.

Check out the blog posts on our resource center. Subscribe to our newsletter. Drop us a note and tell us how we can help. Above all, that is what we are here to do.

Welcome to Follow Your Buyer.

CEO, Life Science Connect

CEO, Life Science Connect

Jon Howland

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President, VertMarkets

President, VertMarkets

Tom Roberts

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Chief Editor, Follow Your Buyer

Chief Editor, Follow Your Buyer

Abby Sorensen

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SVP, VertMarkets

SVP, VertMarkets

Jeremy Victor

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Who is Follow Your Buyer?

We're part of VertMarkets, a B2B publishing, media services, and data analytics company that helps companies in the life sciences, electronics, environmental, and IT spaces execute effective marketing strategies and tactics to:

  • Identify and understand who is involved in the evaluation, selection, and purchase of their products.
  • Attract and influence those individuals.
  • Nurture and further educate existing prospects.
  • Grow their share of wallet from existing customers.

We've analyzed behavioral data from thousands and thousands of our readers that informed our opinion about how B2B buying works. Seeing how our readers interact with editorial and vendor content, and how they use that content to navigate the buyer's journey, is what inspired the creation of Follow Your Buyer.  

The Follow Your Buyer content marketing methodology provides a go-to-market strategy for suppliers who partner with VertMarkets through brands such as:

Life Sciences

Electronics

                                  

Environmental

IT

     

 

Learning to follow your buyer is a change in mindset

A transition from selling buyers on what you do to helping them accomplish what they do.