Marketing Interactions

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Use Questions as Your Framework for B2B Buyer Enablement

Marketing Interactions

But, for marketers, questions are one key to B2B buyer enablement. B2B buyers facing a problem must find out how to fix it—or even if they should. This is a much better use of content development resources than creating new content just because you need to post to the blog or need a pillar asset to drive lead generation.

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Inclusive Relevance: Your Content’s Job Description

Marketing Interactions

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation. At last count by CEB (Gartner), there are nearly 7 people involved in a B2B buying decision.