 Buyer-Centric Content Approach: Design Thinking to Market to Humans in the B2B WorldAlexandra Ender
Chapter 15 in B2B Marketing, 2021, pp 367-391 from Springer Abstract: Abstract This article explains why B2B Marketers cannot rely solely on technological solutions like marketing automation for more effective marketing: Customers are being confronted with growing information overload. This leads to ever-increasing “banner blindness,” which affects not only advertising banners, but any kind of content (e-mails, etc.). This presents marketers with the challenge of how to guide potential customers through the decision to buy: more than half of the journey is already taking place without sales. To stand out from the flood of information, marketers have to create relevant content. B2C companies usually have a large budget available for market research (focus groups, surveys, etc.), while B2B companies usually have to manage without these possibilities. In this article you will learn about tools used within the framework of Design Thinking to create this empathy, to better understand your customers (or potential customers), to derive relevant communication ideas from there, and to understand which content is relevant in which buyer’s phase. Date: 2021 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-54292-4_15 Ordering information: This item can be ordered from DOI: 10.1007/978-3-030-54292-4_15 Access Statistics for this chapter More chapters in Management for Professionals from Springer |
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