In the “glory days” of product marketing, creating a sales sheet, a pitch deck, and perhaps a white paper was enough to enable sales, communicate the value of a product, and move a buyer to purchase.
Those days are long gone.
The expectations, channels, and behavior of the B2B buyer have changed dramatically in the last decade. Scratch that—in the last three years.
Product marketing must adapt to support these changes. What marketers long considered tried and true is no longer the latter, especially when it comes to delivering product information to buyers. Now, marketing content and collateral must engage them every step of the way, from first impression to closed deal to renewed customer.
Today, buyers do their own research as much as possible before ever speaking with sales. On average, B2B buyers are already 57% through their purchase decision before ever engaging a sales rep.
So what can product marketers do to reach buyers before—and after—they’re halfway to purchase?
Content, that’s what.