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B2B Content Planning for Demand Generation by Brian Hansford preso with Kapost
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Transcript of B2B Content Planning for Demand Generation by Brian Hansford preso with Kapost
WhereStored?
Irrelevant PaperRut
White
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JourneyStage NotinMarket Stimulated StatusQuoProblemIdentified
ResearchSolutions Evaluation Decision
JourneyMindset
Doesn’tknowthere’saproblem.
Needsareevolving.
Statusquoappearstowork.
Problemsurfaces
Unknownthatbetteroptionsexist.
Statusquoisuncomfortableandunsatisfying.
Desiretobetterdefineandunderstandtheproblems.
Activelyexploringoptions Deepdivereview Confidence
inselection
Actions&Behaviors
Irregularpassiveresearch InternalAssessments
Attempttodefinerequirements
Problemsextensivelyassessed
Independentvendorresearch
Seekreferrals
Committeereviewsoptions NegotiateTerms
TriggerMoment
toMovetoNextStage
Realizationstatusquomustchange
Adjustingstatusquoisn'tworking
Whocanhelpus
withproblem?
Activeevalortrial
RFPdistributorstoshortlistvendors
Wewanttowork
withyou(vendor)
BuyerPride(orremosrse)Excitement
DesireforResults
ContentSuggestions
Howto'sBestpracticesAnalystreports
Blogs
Issues&ConsiderationsTop10Lists
DefinetheStandardROITools
EvaluationGuidelinesIllustrationsInfographics
Alignfeaturestorequirements
CustomizedPOCContent
OnboardingServicesKeystoSuccess
