FINITE: B2B Marketing Podcast for Tech, Software & SaaS #49 - B2B buyer enablement with Ali Din, B2B Enterprise Experience Marketing at Indeed
23 snips
Apr 12, 2021 AI Snips
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Transcript
Episode notes
Content Overload Slows B2B Buying
- B2B buyers face overwhelming content and multiple decision makers, often 7 to 11, each reviewing several pieces of content.
- This overload slows the buying process and increases anxiety, creating friction in complex B2B sales.
Know Buyers' Internal Processes
- Understand your buyer personas deeply, especially their internal decision-making processes.
- Tailor content and tools to help buyers navigate internal approval stages, like procurement or board sign-offs.
Strategic Content Gating
- Gating content should depend on the asset's value and your marketing goals.
- Use a mix: ungate valuable general info, soft gate moderately valuable content, and gate high-value assets with progressive profiling.