About Follow Your Buyer

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 articles on our website. 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.


If you’re passionate about B2B sales and marketing, then you’re going to want to meet our Chief Editor, Abby Sorensen. Her goal is to educate B2B marketing, sales, and executive teams about the value and execution of content marketing. She previously spent 5+ years writing about the B2B software and IT distribution channel spaces, where her coverage included everything from profiles on bleeding-edge startups to interviews with CEOs of billion-dollar, venture back companies. She has emceed and organized multiple tech conferences, was integral in launching Software Executive magazine, and has written extensively about B2B sales and marketing best practices. Outside of the office, Abby is the assistant men’s and women’s golf coach at Allegheny College, a liberal arts school in Northwest Pennsylvania, where she applies her marketing know-how to recruit prospective student-athletes.

Abby is constantly adding to an extensive network of guest contributors who share their years of insights and expertise with the Follow Your Buyer community. Drop her an email if you are interested in being interviewed, submitting a guest article, or joining her editorial advisory board. She’s part of a team with 75+ combined years of B2B sales and marketing expertise.

Abby Sorensen
Chief Editor
Follow Your Buyer
Tom Roberts
Jeremy Victor
Jon Howland
Life Science Connect



Follow Your Buyer is a division of VertMarkets, a B2B publishing, media services, and data analytics company that helps suppliers in the life sciences, electronics, environmental, and IT spaces execute effective marketing strategies 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: