B2B Marketing Expo California logo

April 6 & 7 2022

LA Convention Center

Ardath Albee: Speaking at the B2B Marketing Expo

Ardath Albee

CEO & B2B Marketing Strategist  -  Marketing Interactions

Content that Helps Buyers Navigate the Dark Underbelly of Buying Decisions

Many B2B companies lament the fact that their biggest competitor is the status quo; the resistance to change; the choice to stick with the way they’ve always done it. This is often because we drop the ball. Don’t get me wrong. B2B marketers and sales reps do a great job proving value and helping prospects build the business case and ROI for their solutions. But it’s still not enough to get the decision to buy done. Why not? Because even if your prospects see value and believe in the business case and ROI, that’s only half the battle. The frustration and complexity of selling change internally is the dark underbelly of buying decisions. Fill this mid-funnel gap in your content marketing strategy and you will see more buyers able to make buying decisions in your favor. In this session, you’ll learn: How to use content to create stakeholder conversations that drive momentum. What types of content help make “change” more acceptable. How to de-risk the decision to buy and enable sales reps to win more often

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