Gartner Research

Use 'Questions to Answer' to Drive a Customer-Centric Content Strategy That Accelerates Buying Decisions

Published: 23 July 2018

ID: G00369194

Analyst(s): Michael Maziarka , Hank Barnes

Summary

Prospective customers need to answer many questions to complete a technology purchase. Technology product marketers should create and manage a list of "questions to answer" and map it to content assets to make buying easier.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Technology Buying Is Typically an Act of Change
  • Step 1: Assess Typical Sales Situations
  • Step 2: Identify Questions That Need to Be Answered for Each Buying Cycle Activity Stream
  • Step 3: Identify Buying Team Roles That Need Answers to Specific Questions
  • Step 4: Identify Existing (and Needed) Content Assets That Answer the Questions
  • Step 5: Guide Sales Teams and Prospective Customers to the Content That Answers the Questions That Matter
  • The Q2A Approach Is Ongoing
  • Summary

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