Moving toward a buyer-centric marketing model is an essential strategic requirement in B2B marketing today. As marketers, we have a tendency to indulge in marketing strategies that focus on OUR priorities, our key messages and our current content assets first. A buyer-centric model naturally prioritizes the buyer’s business challenges and the questions they need answered to make a purchase. Topics Covered: - Comprehending why audience insight is crucial - Ensuring you know your buyer - Gaining insight into key stages and content requirements of the buyer's journey - Planning a content strategy and roadmap (including a glossary of terms)