For CMO Professionals

Rethink Marketing In The Customer's Context

How B2B Marketers Need To Recast Their Approach

    Why Read This Report

    Business-to-business (B2B) marketers must face a new reality: Customers seek a range of inputs as they embark on solving business needs. Some executives prefer vendors that can create and deliver on a vision, and they want to educate themselves through professional and peer-created content that is available online. Other buyers are comfortable doing research on their own before contacting sales. Customers' control over their decision-making forces B2B marketers to put the customer life cycle at the center of their marketing efforts, capturing customers before and after they seek out help for an issue they face. This report is an update to "Rethink Marketing In The Buyer's Context," originally published on February 21, 2103, which defined the framework for understanding the relevance of the customer journey to your business and provided a road map for navigating the full customer life cycle, before, during, and after the sale.
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    • B2B Marketers Must Adapt To Changes In Customers' Behavior
    • The Customer Life Cycle Will Remap The B2B Marketing Process
    • Map The B2B Customer Life Cycle To Define Your Marketing Strategy

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