By Vinay
Bhagat, CEO TrustRadius
The
last decade has seen B2B technology marketers adapt to many shifts in distribution
model and buyer behavior. Like consumers, business buyers are increasingly
doing research online before talking to a vendor. In response, B2B marketers
have significantly expanded their “content marketing” efforts
– “providing valuable information or entertainment that stops short of a direct
sales pitch or call to action, which seeks to positively influence a customer
in some way”[i].
This strategy has been quite effective, but remains a far cry from content
available to consumers. Consumers are empowered to do
comprehensive research prior to a decision through peer reviews and forums.
