Posts By: Chris Dippell

Mapping content to the buyers’ journey

Mapping content to the buyers’ journey

B2B decisions are a long, complex process that may take up to a year from the time that someone starts looking for a solution to actually making the purchase. The Internet has made the process more personal than it’s ever been and in so doing has led to the rise of content marketing. Put simply,…
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Winning with buyers

Winning with buyers

The starting point for any effective marketing/content creation strategy in the B2B space is understanding that buying decisions are made by committee after a long process involving many people. It is incredibly rare (in fact it almost never happens) that one individual is responsible for researching, considering and deciding what product or service to purchase…
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