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.
- 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
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