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.
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