Brian Hansford with Heinz Marketing shares 4 actionable steps to effectively plan for and deliver content for B2B demand generation campaigns.

3. Where
Stored?
Irrelevant Paper
Rut
White
US

6. Journey Stage Not in Market Stimulated
Status Quo
Problem Identified
Research
Solutions
Evaluation Decision
Journey
Mindset
Doesn’t know
there’s a problem.
Needs are evolving.
Status quo appears
to work.
Problem surfaces
Unknown that better
options exist.
Status quo
is uncomfortable
and unsatisfying.
Desire to better define
and understand
the problems.
Actively exploring
options
Deep dive review
Confidence
in selection
Actions
& Behaviors
Irregular passive
research
Internal Assessments
Attempt to define
requirements
Problems extensively
assessed
Independent
vendor
research
Seek referrals
Committee reviews
options
Negotiate Terms
Trigger Moment
to Move to
Next Stage
Realization
status quo
must change
Adjusting
status quo
isn't working
Who can
help us
with problem?
Active eval or trial
RFP distributors
to shortlist
vendors
We want
to work
with you (vendor)
Buyer Pride
(or remosrse)
Excitement
Desire for Results
Content
Suggestions
How to's
Best practices
Analyst reports
Blogs
Issues &
Considerations
Top 10 Lists
Define the Standard
ROI Tools
Evaluation Guidelines
Illustrations
Infographics
Align features
to requirements
Customized
POC Content
Onboarding Services
Keys to Success