Newsletter | April 21, 2021

04.21.21 -- A Guide For Mapping Content To The B2B Buyer's Journey

  In This Issue:  



What makes a piece of content a fit for the middle stage of the buyer's journey versus the early stage? When does a piece of content become so promotional that it aligns with the late stage? 


There are no hard and fast rules about what makes a certain piece of content align with a certain stage in the buyer's journey. But there are some guides, including the good one charted in this week's featured article.


I hope you find this guide as helpful as our internal team does when we use it. Thanks for reading,



(P.S. It's been a while since I've shared a picture of my dog. Those are from her recent doggie daycare field trip.)


Abby Sorensen

Chief Editor | Follow Your Buyer


A Guide For Mapping Content To The B2B Buyer's Journey

Creating, classifying, and analyzing content according to the stages of the buyer's journey enables marketers to identify potential buying activity and share that valuable insight with their sales team.

The B2B Buyer’s Journey: Explained

Understanding how B2B buying works is the first step to building sales and marketing processes that work. This 5-minute read can help you take that critical first step.

Understanding The Early, Middle, And Late Stages Of The B2B Buyer’s Journey

A step-by-step guide to help suppliers create and distribute content that truly helps prospects and customers throughout the entire buyer’s journey.

B2B Marketing Around The Web
Drive More Traffic And Engagement With Content Amplification

"There is no problem with organic traffic," says James Tenant. "The problem lies with the expectations people have when it comes to organic traffic. And, frankly, the delusion that generating it is both a) easily achievable and, b) that it is the only traffic source worth aiming for." This article features advice from content marketing experts about the importance of content living outside of your own brand's ecosystem. 

The Great Balancing Act: The Long And Short Of B2B Marketing

"Only 24% of B2B marketers we spoke to run campaigns for more than six months," says David van Schaick in this 2019 MarketingWeek article. "Somewhat bizarrely, half of those surveyed measure the results of their campaigns for less time than the business’s average sales cycle." This should leave all marketers -- and especially the C-suite in charge of those marketers -- scratching their heads.