In B2B, just like in consumer markets, different buyers desire different type of value. How can you understand which buyers value what traits and use that knowledge to drive your marketing and sales?
B2B buyers don’t trust B2B content like they used to. More companies are investing in creating content than ever before. Yet, the ROI is becoming harder to extract. You need more time and much higher quality to influence buyer behavior than you needed 5 years ago.