B2B Content Marketing Using Buyer Signals

"Buyers want to self-serve important product information. They want to find all of this on their own. They don't want to interact with the salesperson until they’re ready."

Allyson Havener provides insights and strategies on understanding your buyers' needs and building a winning B2B content marketing strategy.

Key Insights:

  • Today’s B2B buyers have clear expectations and preferences. They know what they want and look for providers that can meet those expectations.
  • It’s imperative to align signals with the Buyer’s Journey: Problem Aware, Solution Aware, and Product Aware. Mapping buyer signals to the stages of awareness enables the delivery of relevant content at each touchpoint.  
    • The Problem Aware stage occurs when buyers identify an issue and look for information on industry trends and possible solutions.  
    • The Solution stage involves buyers examining potential solutions in detail and conducting research.  
    • Product Awareness happens when buyers start considering specific products.
  • Customers want to be able to trust who they are buying from. If they can’t see that from your website or product, they won’t consider you when deciding who to buy from.
Allyson Havener
CMO
Trust Radius

As a ballerina turned marketer, Allyson is the CMO at TrustRadius, a buyer intelligence platform. She leads marketing strategy to create a marketplace for both technology providers and buyers. With a proven track record in B2B SaaS, she is an action-oriented, go-to-market leader that builds marketing teams and programs that generate revenue. Her in-depth understanding of the customer journey, combined with a data-driven approach has given her and the tech companies she has worked for a competitive advantage.

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