B2B Marketers know their customers like the back of their hands. But it can often still be a challenge to choose the right content for their lead generation campaigns. 

We recommend considering the buyer's journey when using content in your lead generation campaigns. The buyer's journey can help you understand where your potential prospects are on their path to becoming a customer. 

Our short eBook walks you through the different stages of the buyer's journey and what content is best at each stage. Plus, you'll discover the key questions to consider to help you select a piece that cuts through the noise and resonates with your target audience.

What Is the Buyer's Journey?

The buyer's journey broadly describes the different stages of purchasing that a B2B buyer will go through.

Firstly, the buyer's journey framework can help you understand what initial research a potential buyer is conducting to help them solve a challenge they're experiencing. Their initial investigation will likely involve reading content relating to their upcoming project or challenge and researching potential solutions. The buyer's journey then takes you to your prospect buying a product or service and their post-purchase experiences.

Why Is the Buyer's Journey Useful for Lead Generation?

B2B buyers have a lot of information at their fingertips, especially when researching technology solutions. Because of this, the role of Sales and Marketing has adapted, and to be successful in nurturing leads into sales today, we must change our mindset from selling to problem-solving.

Explore the best types of content to use at each stage of the buyer's journey to enhance your content syndication and lead generation campaigns.

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