Over the years I have seen the B2B sales process evolve from solving the customers’ immediate ‘problem’ to how solutions help those customer’s businesses sustain long term growth. The former is of course still critical, but the latter is what develops true business partnerships.Why is this important to a Business Partner director? Well, I’ll stir a thought within you when I say that B2B organizations tend to operate their content strategies on a scattergun approach. Create enough quantity, enough time and something will stick. Resonate?My passion is to align content strategies with B2B customer journeys, effectively mirroring that B2B sales process. It means a lot of analytical work matching value propositions to personas and developing content which helps our customers meet their information needs, from exploration to engagement. In this I am always guided by the 'so why does the reader care' approach.
Listed skills include Marketing Communications, Product Development, B2B, Marketing Management, and 15 others.