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For CMO Professionals

Rethink Marketing In The Buyer's Context

How B2B Marketers Need To Recast Their Approach

February 21, 2013

By Sheryl Pattek with David M. Cooperstein, Alexandra Hayes

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Why Read This Report

Business-to-business (B2B) marketers must face a new reality: Empowered customers are educating themselves through professional and peer-created content that is available online. Many claim to progress more than halfway through the purchase cycle before they reach out to vendors. Customers' newfound control over their decision-making will force B2B marketers to put the buyer's journey at the center of their marketing efforts, capturing them before and after this self-education phase. This report defines the framework for understanding the relevance of the buyer's journey to your business and provides a road map for navigating that journey before, during, and after the sale.
Tags: B2B eCommerce, B2B Marketing, Customer Experience Management, Customer Journey, eCommerce, Marketing & Strategy, Multichannel Customer Experience, Personas & Scenarios, Web Design & Usability
US $ 499
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TABLE OF CONTENTS

  • B2B Marketers Must Adapt To Changes In Buyers' Behavior
  • The Buyer's Journey Will Remap The B2B Marketing Process
  • Build A Map Of Your Buyer's Journey To Define Marketing Strategy

  • RECOMMENDATIONS

    Use Content To Steer Your Buyer's Journey In The Right Direction
  • Supplemental Material
  • Related Research Documents
 
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