‘Content Marketing From Start to Finish (a B2B Marketer’s Journey)’ – ‘Business 2 Community’ Article

Christabelle Tani says, “The task of marketing to a B2B buyer is complex, because you, the seller, must understand the buyer’s questions (AND the questions of other ‘influencers’ the main buyer relies on consulting) throughout the buying journey.Many B2B marketers seem to respond by complicating their language and message by wrapping it up in jargon laden corporate speak, especially in the middle and lower funnel, when they retreat quickly to the safety of “product speak” instead of focusing on getting the sequence of messaging right”.