b2b content planning for demand generation by brian hansford preso with kapost

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WhereStored?

Irrelevant PaperRut

White

US

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