Buyers have moved online and are in control of the buying process. We call this the “on demand customer.” This is forcing marketing and sales to adapt the ways they engage buyers and customers, and deliver value.
Content is the new currency — the fuel that drives demand generation, accelerates buyers through their process, differentiates vendors, enables sales and creates unique value for customers.
This requires a new approach to the way organizations create, manage and deliver content to engage buyers and customers.
Marketing and sales must align around: the way buyers buy, buyer questions, information requirements, customer business issues and related content, as well as new engagement methods.