Business to business (B2B) sales are tough, particularly in digital; while no shortage of tools allow you to target the ‘right people’ for a price (LinkedIn, for example), you’re vying for the attention of a time-short audience who are being targeted, pitched and sold to around the clock.

Playing to emotions won’t work here; buyers in the business world are looking for meaningful content that clearly conveys their options, advises on solutions, and recommends the best one for their particular company or brand.

Put yourself in their shoes — you don’t want 100 different white papers from 20 different manufacturers telling you why their 3D printer is good for your business. You want advice about which 3D printer to pick and why one kind of printer is better than another kind — for your particular use case.

That’s exactly the advice that Gartner has for content marketing teams.

B2B marketers must move away from a model built on “more” (more content = more engagement = more progress). In a world where customers are struggling with too much information rather than not enough, the most successful marketers are focused on providing less information, specifically designed to make buying easier— say the team of global analysts.

“B2B buyers today will reward suppliers who make the purchase process easier. Our research shows that customers who receive helpful information that eases the purchase process are three times as likely to buy the bigger, more expensive option, with less regret,” said Gartner Distinguished VP Brent Adamson.

In order to help make the purchase decision easier, marketers must offer prescriptive advice and practical support through their B2B marketing strategy.

Prescriptive advice basically is clear, credible, and concise information about what steps a company must take in order to […]

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