FROM THE EDITOR
What is often the missing ingredient in poorly performing B2B marketing content? The buyer!
Have you ever been attracted to an interesting title, tagline, or image only to be disappointed by the actual content, causing you to disengage? Perhaps the content didn’t strike a chord with you, the topic was boringly presented, or the title and image were just click-bait for an entirely different topic.
When readers--buyers--see themselves in your content, they are much more likely to stay engaged. That’s why the most important component of B2B marketing content is the buyer!
For B2B marketing and sales, the sun should rise and fall on the buyer. The buyer must be the central figure in every bit of thought leadership, case studies, blogs, and storytelling. To create this kind of content requires a deep understanding of one’s buyer and so in this edition of Follow Your Buyer we’re republishing some articles that are foundational for a buyer-centered framework for B2B marketing and sales.
Thanks for reading!
Chief Editor | Follow Your Buyer