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Aligning content with the B2B Buyer's Journey at DemandCon 2012
Great content has become the foundation stone of B2B marketing. But with the customer changing the way they buy, you have to wonder if your content plays an effective role in advancing their decision-making process, or if it misses the mark entirely.
Buyers are in control (or like to think they are). They involve vendors later than ever in the decision process, and they hate the hard sell but love to learn. So what? If you are to win their business, you need engage them with content that enables you to stand out from the crowd, articulate a distinct point of view, and make them want to learn more about you.
At DemandCon Bob Apollo, Managing Partner, Inflexion-Point and Doug Kessler, Creative Director, Velocity Partners will review the B2B content creation process through the lens of the buyers’ journey identifying the key stages B2B buyers typically go through when searching for, evaluating, and selecting solutions.
Drawing upon a range of examples, they will illustrate the key role that content plays at every stage of the buyers’ journey, and present the following highly actionable guidelines for creating content that aligns itself to the buyers’ journey:
- Educate before you sell
- Focus on the problems you are best at solving
- Sell the problem before you sell your approach
- Sell your approach before you sell your solution
- Show you’re different before proving you’re better
- Enable the buyer to convince themselves
So think. Are you content with your content? If not, then this session is for you but if you’re serious about increasing your impact on company revenue then also register for the DemandCon Black Belt Funnel Plan Workshop. It is the perfect conclusion to the DemandCon experience in that it is designed to help bring together all that has been learned during the conference into a solid, actionable action plan for revenue generation. Participants will work together, simulating cross-functional collaboration, to construct a revenue generation plan.
Want to register? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.
Bonus offer: buy one, get one free
If you are a marketer and you register for both DemandCon and the Black Belt Funnel Plan Workshop, you will receive one free workshop pass to invite a senior colleague from your sales team. We'll help you create alignment by having you work together on a real alignment plan and show you how to accelerate your sales and marketing funnel after the workshop.
Simply email Stephanie Jeanmougin at firstname.lastname@example.org after you have registered for both DemandCon and our workshop to receive your free workshop discount code to register your sales colleague.