The Marketer’s Checklist to Get Buyer Enablement Content Right

April 5, 2019
Contributor: Kelly Blum

Use this simple method to ensure your content marketing is providing B2B buyers with the right information at the right time.

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.  

Marketing Fueled Buyer Enablement

What this year’s trends mean for marketers
You may also be interested in

Build a Website Customers Will Actually Like

August 21, 2019

Thinking about a website redesign? Don’t forget about the customer.

Drive Customer Conversion With Personalized Video

August 02, 2019

Personalized video used as part of a content marketing strategy can nudge existing customers to take the next step in their customer journey.

5 Key Take-Aways from Gartner Marketing Symposium Xpo 2019

May 09, 2019

Marketing leaders learned to rethink customer engagement and get creative with technology in a world where consumers have more choices than ever before.

“I use Gartner to bolster my confidence in decision making.”

Stay smarter.