B2B customers and their buying habits have changed enormously in just about the last ten years … or have they? The B2B content marketing landscape has changed substantially, and business customers are spouting the need for change and innovation. But are they demonstrating actions that show readiness for change? Critical to your success as a B2B content marketer is your ability to review how businesses are now making their purchase decisions, what they are talking about versus what they are actually doing in purchase decisions, and whether they are allowing themselves to be influenced by the right content at the right time in the decision-making processes.
B2B Content Marketing requires content-marketers to align with the reality of buyers’ behaviors and buyer journeys, and not just get carried away by what they say they would like to be doing when buying. Given the state of the B2B customer behavior, you may have to encourage and empower the customer to embrace change and innovation, but stop just short of pushing them to act on the new ideas they say they want to pursue. B2B customers are in transition, and like everything else in B2B, transition in action is always slower than any talk of transition would allow you to believe.