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Business buyers are getting very efficient at self-education: Before buying from a sales rep, 67% prefer to research online alone and not talk to a seller at all. To catch buyers’ attention and draw them into conversation, marketing content must do triple duty: inform prospects, make sellers more relevant, and connect emotionally.
Marketing messages that speak to the outcomes buyers want to achieve and address the issues they want to solve in language they use increase engagement. When those messages — as part of an integrated digital experience — also demonstrate how your offerings can deliver on those outcomes and lead to better business results, it increases buyers' sense of trust.
Forrester published research showing that marketers who excel at delivering website content that is focused on their audiences are 1.5 times more likely to exceed sales and marketing goals than those who focus simply on products. But why just take our word for it? Join Forrester VP and principal analyst Laura Ramos as she explores this research with special guest Mariana Prado Cogan, SVP of digital marketing strategy and operations at PTC, who will share her experiences developing this type of customer-centered content for her firm’s website.
Key takeaways:
Target audience level: intermediate
Vendors mentioned: 6sense, Drift, Oracle Eloqua, People.ai, and Salesforce.
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Customer-centered messaging must be anchored in business results. Forrester’s Messaging Nautilus helps marketers improve company stories by using outcomes to motivate buyers.
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