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