There’s nothing more powerful than speaking with real buyers to take the guesswork out of what content they find valuable. In 2014, I had the pleasure to interview over 100 business and IT executives across a variety of industries about their buying journey and what resources they consulted to guide their decision-making process.

Here are some of the things they had to say about the content they came across as they searched for and evaluated solutions, what worked and what didn’t, and how you can make their buying experience better.

1. Help me to build the business case for change

“Anything that a company can provide that helps me translate the business case to the decision-makers in my company is a benefit. Any kind of comparison tools that show, not just ROI, but the impact of your solution on my business.” – Senior systems administrator, manufacturing industry, enterprise

More often than not, your solution is competing with other projects for finite resources in the buyer’s organization. B2B buyers need your help convincing senior executives to make your solution a strategic priority. The content you give them, therefore, needs to go beyond demonstrating the ROI of your solution. It has to communicate the ROI of fixing the problem that your solution addresses.


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