Wednesday 1:30PM - 2:30PM

Are You a Marketer or a Mind-Reader? How to Know What Your B2B Buyer is Really Thinking

Speakers: Matthew T. Grant, Director of Content Strategy — Aberdeen Group
Andrew Moravick, Research Analyst, Marketing Effectiveness & Strategy — Aberdeen Group

In a world where your buyer conducts their own research for solutions to their problems, it may seem like your only hope as a marketer is to become a mind-reader. And when you’re one of 95% of B2B marketers using some sort of content marketing approach, it’s more important than ever to know WHAT your buyers want, and WHERE they want to find it. But wait, you don’t need to blow your marketing budget on a crystal ball (good luck getting that approved.) 

Focus your B2B marketing efforts on the distinct phases of the decision-making process, and you’ll find the direction you need to guide your content strategy. In this session, we’ll walk you through the mind of your B2B buyer, explaining what they’re looking for at each phase.

At the end of this session you will be able to:

  • Dissect a non-linear buyer's journey into phases you can work with

  • Determine which types of content (and data) you will need to plan your strategy

  • Understand what’s going on in the mind of your buyer at each phase

  • Draw from real content examples shared during the session