According to Pierre Herubel, an expert in B2B content strategy, buyers prefer to “self-educate” and want access to insightful content that helps them understand the solutions available. “Skipping straight to demand capture might seem efficient, but without building trust and awareness through demand creation, you’re missing the foundation that helps buyers make informed decisions.”
"Failing to consider your clients' buying process when defining your GTM strategy can cost you dearly," she says. "You end up working too hard, burning your budget, and leaving money on the table."This common pitfall—jumping on the latest marketing trends without understanding how your customers make purchasing decisions—leads companies down the wrong path.
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