In today’s BtoB environment, strong, fresh and relevant content can be the single most important accelerator to move prospects through the sales cycle. In fact, relevant content can decrease buyer decision time by almost 20 percent, thus reducing the cost of sales, according to IDG Connect.

To successfully drive revenue for your organization, you must understand your customers’ business problems and then sell to them based on their priorities and needs. Once you’ve accomplished that, you can use the marketing program which will work best to accelerate the buying process and close more deals.

Arketi Insights is a regular thought-leadership series of publications that examines top and emerging BtoB marketing topics, and what they mean for high-tech BtoB marketers. The second issue focuses on content marketing in the BtoB space.

Titled Customized Content Powers Buyer-Centric Marketing, this publication covers key considerations when creating customized content, such as:

• Adjusting your thinking to a customer-centric approach
• Identifying buying motivations, expectations and goals through one-on-one interviews
• Grouping buyers into segments and creating buyer personas
• Mapping the marketing process to the customer’s purchase process

Customized Content Powers Buyer-Centric Marketing is available for free download at www.arketi.com/2012contentinsights.

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