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.
Welcome to Follow Your Buyer.
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: