Post by account_disabled on Mar 6, 2024 23:44:07 GMT -8
Telling stories has always been the best way to communicate, but today in Marketing storytelling is more important than ever. We live in the era of experiential and emotional marketing, because it is increasingly difficult to make one's voice heard by customers who are literally bombarded with advertising messages, phone calls, emails, pop ups, etc. The only way to gain some attention is to intercept needs and fears, solve problems and create positive experiences. Nothing new in reality, except that today these principles also apply to B2B companies, which until recently followed a marketing playbook completely different from that of consumer companies.
The importance of content in the B2B buyer journey There Germany Phone Number was a time when B2B companies limited themselves to telling the market about their products, highlighting their most innovative distinctive characteristics. Today all this is not only of little interest, but can become annoying: according to a Forrester survey, 57% of B2B buyers believe that most of the documentation sent by suppliers is useless and 66% consider receiving too much of it, making it difficult to identify what interests you. In any case, the content produced by the supplier is the last element that is evaluated in a self-managed and online purchasing journey.
The first phase of the buyer journey defined as Awareness (knowledge) always takes place autonomously: the potential buyer feels a need, would like to improve a certain situation and informs himself to understand what opportunities the market offers, what the latest trends are and what the others are doing companies. He needs to focus on the problem and is looking for an expert voice on the topic, because he still knows little or not at all about the solution that will allow him to satisfy his needs. In this initial phase of the buyer journey, specialized publishers represent the first source of information together with analysts' sites, which however often contain only a little data that can be freely consulted, because complete searches are paid for.
The importance of content in the B2B buyer journey There Germany Phone Number was a time when B2B companies limited themselves to telling the market about their products, highlighting their most innovative distinctive characteristics. Today all this is not only of little interest, but can become annoying: according to a Forrester survey, 57% of B2B buyers believe that most of the documentation sent by suppliers is useless and 66% consider receiving too much of it, making it difficult to identify what interests you. In any case, the content produced by the supplier is the last element that is evaluated in a self-managed and online purchasing journey.
The first phase of the buyer journey defined as Awareness (knowledge) always takes place autonomously: the potential buyer feels a need, would like to improve a certain situation and informs himself to understand what opportunities the market offers, what the latest trends are and what the others are doing companies. He needs to focus on the problem and is looking for an expert voice on the topic, because he still knows little or not at all about the solution that will allow him to satisfy his needs. In this initial phase of the buyer journey, specialized publishers represent the first source of information together with analysts' sites, which however often contain only a little data that can be freely consulted, because complete searches are paid for.
