Think about yourself when buying any random product. You probably ask yourself if this is the right choice, how the product works, if any given feature is necessary for your demand, what the product specification means if the product also fulfills your need that is slightly out of the intended usage, etc. Thinking about it, a customer probably has 100 more questions for a complex B2B product.
The marketing strategy aims to answer many customer questions in an honest and non-promotional way. It is the mother of “educational content” – a content type that increases the customer’s know-how instead of targeting his emotions. One may say this is the counterpart to intuitive, emotional selling. The more a customer knows, the better it is for the company—an outstanding strategy at first glance.