Target Your Marketing Content to Each Stage of the B2B Buying Cycle

10 11 2010

“Marketing doesn’t fully understand how buyers use content,” warns Paul McKeon in a Pro article at MarketingProfs. “B2B marketing is no longer just in the business of brand management and lead generation,” he states. “It must serve a huge demand for content that spans buyers’ needs, from pre-awareness to post-sale.” A daunting task, indeed.

So how can a B2B marketer match the right content to a buyer’s needs throughout a lengthy buying cycle? “The B2B buying cycle has four recognizable stages,” McKeon explains, “each requiring a wholly different content approach.” He defines the stages—and offers ways to grab attention at each one.





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