Chief Editor, Follow Your Buyer
You might know me as a writer, coach, content marketer, dog lover, editor, golfer, sales strategist, Diet Coke enthusiast, speaker, Allegheny alum, project manager, feminist, networker, or St. Louis Cardinals fan.
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Part one of this series gave a brief history of traditional B2B publishing models and explained how changing buying patterns and information consumption habits made those models obsolete.
That’s a heavy topic. It helps explain why B2B marketing strategies need to fundamentally change to effectively reach B2B buyers. So, if you work in B2B sales and marketing, you should catch yourself up to speed by reading, “Lessons Learned By A 40-Year-Old B2B Publisher.”
The changes in B2B content consumption habits helped us adopt our “follow your reader” mindset. Over time, this developed into a content marketing methodology called Follow Your Buyer. This methodology is based on four decades of experience serving our readers. Along the way, we made plenty of the mistakes traditional B2B publishers make. Now, we’re trying to help B2B sales and marketing teams unlearn those mistakes that have been engrained in traditional commercial strategies.
To show you what this means, we’ll apply the Follow Your Buyer methodology to you as a B2B marketer working with us as a B2B publisher. Follow Your Buyer is a five-step process that continually repeats itself: identify, learn, help, engage, and understand. Our B2B publishing products and services are customized around these five steps.
In a perfect world, these five stages align your content with our audiences and, as a result, you would be able to identify who is ready to buy, when they are ready to buy. You can read more about that perfect world here: “Imagining An Ideal Application Of Behavioral Analytics In B2B Marketing.”
We’ll continue to strive toward this ideal even if the rest of the B2B publishing world is more concerned with vanity metrics and outdated strategies.
We’re striving to help suppliers achieve this perfect vision of B2B sales and marketing.
We’re striving to help suppliers write and distribute content to make them a true thought leader.
We’re striving to help suppliers track real ROI from their marketing investment.
We’re striving to help suppliers get their sales and marketing teams on the same page.
We’re striving to help suppliers uncover purchase intent so they know which leads to prioritize.
We’re striving to help suppliers operationalize data in a way that makes marketing a more important function than ever before.
We’re striving to help suppliers build brand awareness through content marketing.
We’re striving to help suppliers connect with our readers early in the buyer’s journey so they can help each other grow their businesses.
If this new B2B publishing model sounds complicated, that’s because it is. It was much easier to print magazines and buy lists of names and sell ads. It’s much more rewarding to help our readers – the buyers of complex B2B solutions and services – connect with the suppliers of those solutions and services.
In fact, we don’t even think of ourselves as a “B2B publisher” anymore. We’re a media services and data analytics company that helps B2B suppliers execute effective marketing strategies. That can be done when you Follow Your Buyer.
We will not be great by what we accomplish, but by what we help others accomplish.How does this apply to your work as a B2B marketer?
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Learning to follow your buyer is a change in mindset
A transition from selling buyers on what you do to helping them accomplish what they do.