B2B NewsPet industry newsLessons from B2BMX 2023 | Buyer stage-specific content

Lessons from B2BMX 2023 | Buyer stage-specific content

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The person you are chatting with now did not lead with ego. In fact, you discovered right away that you have a common love of classic hip hop. Now they are sharing the names of some of the venues that play that music, offering tips on finding Mod Def’s The Ecstatic (Seriously though. Not on Spotify or Apple Music?), and having a real exchange of ideas. You can tell that they are a fellow music lover, maybe even an expert, but they have not been talking about themselves. Are you intrigued? Engaged? Maybe even dying to know more about them?

Try to do the same thing with your middle stage content. What could you create that would signal to a reader that you know your stuff and are investing in helping them succeed? Some of the assets I like here are pieces that aid planning, like Q&As and checklists. You are attempting to broaden their understanding and in doing that you are building credibility and establishing rapport.

But beware. These prospects are still not ready for the big close. You can mention that you are legendary record producer Rick Rubin, which will help them see the value of your perspective, but don’t start rattling off your bona fides if you want them to keep listening.



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