Despite the increasingly important and ever-expanding role of technology in B2B marketing, astute marketers recognize that all truly effective marketing is grounded in a deep understanding of the needs, expectations, and behaviors of potential customers. This understanding is what enables us to develop marketing content and marketing programs that will create and sustain meaningful engagement with our potential buyers.
The customer intelligence we need to enable effective B2B marketing has several dimensions, but one essential component is an accurate picture of how our potential buyers access and consume business-related information.
We now know that most business buyers are leveraging the wealth of information that’s available online to educate themselves about business issues and possible solutions. Easy access to information has already driven significant changes in B2B demand generation.
- It’s shifted control of the buying process from sellers to buyers.
- It’s elevated the importance of content-based communications and fueled the growing use of content marketing by B2B enterprises.
- It’s caused the typical B2B buying process to become less linear and “orderly” than it once was.
This article was syndicated from Business 2 Community: Is Your Company Ready for “Micro-Moments” of Marketing?
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