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It’s The Company Buying Journey – a new approach for B2B Digital Marketing.
- In B2B, the buying journey is not a funnel. It’s a loopy, Celtic knot kind of thing that doesn’t end at the Purchase.
- Meeting the customer’s or prospect’s needs is the only focus.
- B2B Marketers typically engage with multiple people in a company, not with one individual as in B2C Marketing.
- The CBJ simplifies to three main things you need to think about for each phase: The Customer, The Content, and Connecting your customers and content together.