large, faceless cohort, the B2B buyer tends to need an individual solution. This is partly why the B2B buying cycle is so long, and it's the main reason company employee list why traditional B2B sales teams spend most of their time meeting with customers. Today, content must cover a large part of this relationship. It should show the buyer that the sponsoring company understands their needs and has a solution flexible enough to meet those needs, no matter how complex. It's not an impossible task, but it does require the content creator to understand the reader.
This means going beyond industry and topic basics to create a character sketch of the imagined reader. The Content Marketing Institute suggests the company employee list following steps to create a detailed and accurate persona: Describe your reader as a person and a professional. What is the title and function of their position? What is their experience and background? How does their work fit into the organization? Identify responsibilities, goals and obstacles they face. What challenges frustrate them the most? What needs and pain points do they have? Be as specific as possible.
Put them in the buying cycle. What influence do they have in the decision-making process? What questions are they likely to ask? How will they seek the answers? Identify their favorite channels. What resources and data do they trust? How do they typically encounter content? When they seek it, how and when do they do it? Recognize how they would engage with a service company employee list provider. The Content Marketing Institute calls this the "Engagement Scenario." It is a dialogue that helps you identify the questions you will need to answer and the best way to overcome potential objections. Here is an example :(Image credit: Content Marketing Institute) 2. Target a specific stage of the buying journey In the longer B2B sales cycle.