The Influence Of Buyer Goals On Content And The Search For Good Ideas
One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed behaviors. This is especially true in B2B marketing. Most notably, in terms of understanding the impact of buyer goals on how buyers conduct informational searches, as well as, gather content and make choices based on the information acquired. The ongoing concern for many senior marketing executives is the lack of effectiveness in content marketing today. Surveys in the past two to three years indicating marketers are struggling to break through even being thirty to forty percent “somewhat”…
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