As a B2B Marketer, you know your target audience. But it can often still be a challenge to choose the right content for your 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 to use 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 through the different stages of a purchase. From your prospect buying a product or service through to 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. 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.