Authenticity Over Algorithms: Winning B2B Content in the Age of Skepticism
Business decision-makers no longer believe what they read, hear and see by default. Global social platforms, media outlets and even some of our world...
Are you a B2B Marketing sadist?!
You should be...and here's why! You should want your targeted buyer to be in pain, real pain. Your buyer should be desperate to stop the agony.
Pain, in business terms, is the impact of severe problems that are without a solution. If your targeted buyer has a problem in their business that is causing the business to suffer, then they will make a decision, they will take action to stop the pain...and they probably won't be asking for a discount!
As sellers you want to be part of that action and part of that solution to the problem.
Without real pain, a real problem; an identified gap from where they are now to where they want to be; buyers rarely act. They may identify a need they have but unless that need is tied back to a problem that is causing significant pain to the business they will question the need to invest in your solution.
The implications for marketers are numerous.
If you would like to read about the concepts of the buyer's journey and using content to nurture leads, please download this complementary eBook.
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