Win the B2B Buyer’s Journey: Mapping Content Strategy to Real Purchase Behaviors

Most B2B content strategies fail to capture buyer attention because they’re built around internal product narratives rather than how buyers naturally think about and enter purchase decisions.

Join Liam Moroney to explore how Category Entry Points (CEPs) can transform your content strategy by mapping it to authentic buyer mental availability. Liam will show you how to identify and leverage CEPs to close content gaps, strengthen market presence, and measure success through share of search. And you’ll examine real-world examples of successfully-implemented CEP-driven content programs that gained market share.

In this session, you’ll:

• Learn how to identify Category Entry Points for your organization using information you probably already have
• Discover what your content is missing and where to build up resources to increase your market share
• Gain metric frameworks and tools to measure mindshare success long term