Thoughts
Stories inspire. Data connects.
The complex needs of today’s buyer require a new approach to marketing—one that humanizes the B2B experience by aligning who they are, how they behave, and what they value. These thoughts and resources embrace a buyer-centric philosophy to help you build relationships and execute strategies where stories inspire, and data connects.
Buying teams
Tech buyers and their buying committees have unique priorities and challenges. A deep understanding of who they are and what they need—both individually and as a collective—is key to buyer-centric engagement.
Buyer intent
Buyers’ actions across decision-driving channels are powerful tools for understanding their priorities. Tech marketers who are able to capture buyer intent across trusted sources earn an edge in reaching and resonating with them.
Buyer journeys
By connecting buying committees and intent, marketers can anticipate patterns and priorities throughout the buyers’ journey. This empowers teams to meet buyers where they are, when and how they need it, across the sources they rely on.
Buyer engagement
As B2B buyers now expect a digital purchase journey from start to finish, marketers must evolve to match. Aligning who buyers are, what they care about, and how they want to be helped opens doors to resonating with decision-makers and driving revenue.
