In a world of information overload, it’s more important than ever to be clever with the abundance of data we have at our fingertips. This is especially true if you’re devising or refreshing your content marketing strategy. If you don’t know who you’re talking to and what they’re looking for then really, what’s the point? Your message and sales aspirations are guaranteed to fall short of the mark.

Over the past few years, the B2B buying process has changed dramatically. Modern B2B buyers are becoming more aligned to a B2C journey through the consumption of tailored content and personalised experiences. This has led to a misalignment between more traditional sales processes and the modern buyer’s purchasing behaviour.  

The Millennial and Generation Z demographics are evolving into the decision makers who will decide the future of the B2B buying process. Modern buyers are likely to carry out their own research, so by the time they engage with a brand, they will have probably made the decision to buy into a product or service.  

It is imperative that brands have a robust digital marketing strategy that meets the demands of a contemporary B2B audience. Here are four tips on how to capture the attention of the modern B2B purchaser.  

Storytelling is an effective B2B marketing tool because it can make a brand more relatable and influence buyer decision-making. We’ve created a storytelling guide to help you connect with B2B buyers that are interested in personalised experiences and reading educational content.

What’s covered in the guide?

• The importance of narrative storytelling
• Non-linear B2B marketing and the multiple touchpoint journey
• Brand purpose and the concept of why
• The 7 plot types
• Using the 10 Cs of storytelling