As a marketer, you can help support sales and reduce the stress on your buyers by making sure you’re providing them with the right information at the right time.
Gartner research shows that customers reward suppliers that make B2B buying easier. That is why buyer enablement is so effective in helping to win more B2B sales deals — it provides the prescriptive advice and practical support that enable customers to complete the critical buying jobs required to make their purchase.
This requires a shift in your content marketing strategy, moving away from thought leadership and instead focusing on buyer enablement content that helps guide customers through a purchase.
Read more: Marketing’s Role in Buyer Enablement
To be effective, buyer enablement content must be specific to the buyer’s needs, dependent on the buying job they are trying to complete and how the information will support that job. For example, is it meant to help the buyer evaluate alternatives as part of the “solution exploration” job or prioritize possible trade-offs to complete the “supplier selection” job?
Good content also needs a form factor, so you need to know what type of function it serves as a tool. For example, will it be a calculator or a diagnostic?
Having determined the purpose of the content for the buyer, use the checklist below to ensure the effectiveness of your content. If you answer “no” to any of these questions (or cannot answer), review your content to make sure it is geared toward helping buyers complete specific buying jobs.