...personal, educational, and created for SOMEONE, not everyone.
...a discipline that requires study and practice.
...designed to ensure that your marketing speaks to all the people involved in the buying process – end-users, influencers, the project champion, the important internal stakeholders, and of course, the decision-makers.
...driven by the fact that sales and marketing organizations can do very little to hasten today’s B2B buying lifecycle. Today’s buyers move at their own pace – you need to have the right information, at the right stage, at the moment your buyers want it.
...an approach for attracting, interacting with, and influencing today’s working professionals, who source products using search engines, social networks, industry-specific websites, peer-to-peer networks, product reviews, videos, word of mouth, and more.
...a methodology for developing helpful, useful information that is used to market your products and/or services during the multiple stages of the B2B buying lifecycle. From awareness to selection, today’s B2B marketers need content that influences buyers.
...not a fad, a buzzword, or the next passing fancy. It’s a skill that needs to be developed and mastered.