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For B2B Marketing Professionals

How Self-Service Research Changes B2B Marketing

Facilitate The Customer-Driven Journey To Improve Engagement, Context, And Conversion

May 13, 2016

Primary author headshot


  • By Steven Casey
  • with Peter O'Neill,
  • Matthew Camuso,
  • Tyler Thurston

Why Read This Report

B2B marketing is a victim of its own success. The explosion of content marketing has taught prospects that they no longer need to engage with salespeople early in the evaluation process to narrow their choices or even to make a buying decision. But the traditional tools for accessing all of the content on vendor websites do not support this new customer demand. This report explores the impact of self-service research on B2B marketing and explains how B2B marketers can learn from the experiences of their colleagues in customer support to create competitive advantage.

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Table of Contents

  • Your Prospects Don't Want You To Call Them
  • Deploy Self-Service Tools To Enable Buyer Research Success
  • Understanding Buyer Archetypes Optimizes Self-Service Outcomes
  • Recommendations

  • Deploy Proven Self-Service Tools And Processes
  • What It Means

  • Self-Service Blurs The Lines Between Marketing, Sales, And Support
  • Supplemental Material
  • Related Research Documents

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