1. The Role of Content in the B2B IT Buying Process

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    Forgive the redundancy, but Ardath Albee has another good post talking about the role of content in the b2b IT buying process. She is referencing the recently released IDG 2012 Customer Engagement Study report. One major finding is enterprise IT Decision Makers engage with an average of 10 content assets during their buying process. Of course all assets won’t come from one company. But the implications for both quality and quantity of content required is important to note. Four Active Buying Personas Ardath also points out that this is for a single buyer role. In complex sales, there are often well over 4 “personas” who are active in the buying process. In fact, often, discovery of a key idea or vendor may be made by someone not even on a vendor’s “people map.” Someone is conducting research or crosses an interesting article that is forwarded to the people involved. But...

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