How to Create Content That Influences Buying Teams
B2B buying processes are rarely simple. With buying committees averaging 5.4 decision makers and taking up to a year (sometimes longer) to make a purchase decision, marketers are now required to broaden and extend their prospect education efforts.
Decision makers, who range from junior-level employees to the C-suite, often represent multiple departments and have different goals. So to appeal to the entire buying team, it’s crucial to provide information that addresses all of their unique challenges and alleviates any concerns about adopting your product.
In this video, Dallas Jessup, Content Marketing Manager at BrightTALK, explains how marketers can develop content that engages the whole buying committee.
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