Using Content to Capture Demand and Empower Sales
In 2020 the world changed forever. A global pandemic hit, causing everyone to rethink how they live, work, and play. As a technology company, you’re affected by this massive disruption in myriad ways. To ensure you don’t get left behind, you need to develop stronger, more effective ways of directly reaching your audience with the solutions they need. Namely, yours.
Let’s begin by looking at how business conditions have changed in 2025, and what steps you need to take to accommodate this new reality.
Marketplace Changes Require a Revised Plan
1. The massive disruption caused by work from home (WFH) means that some offices may never return to full capacity. This lack of in-person contact creates a gaping hole in your relationship-building efforts. Content marketers are revising both short- and long-term strategies to accommodate this change, so you’ll need to step up your efforts to become a trusted thought leader in your industry. To address the sweeping changes, we’ve created a 5 Step Content Marketing Model to fill your sales pipeline and achieve your annual goals. In this chapter, we look at Step 1: Planning for Change.
2. B2B buyers have high expectations about how you’ll serve their needs. In this climate, they have even less time to understand your messaging and compare your products, and they want service now. You must clearly deliver the right message to the buyer’s journey at every touchpoint. In Step 2: Creating the Right Customer Experience, we look at the customer experience along the buyer’s journey and bring your targeted audience to you with inbound marketing.
Step 1: Planning for Change
Step 2: Creating the Right Customer Experience
Step 3: Focusing on Content Creation
Step 4: Promoting your Content
Step 5: Analyzing and Revising for Success
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