1. Five Key Buy-Cycle Timings of Strategic Content In Healthcare – Buyers Want
Strategic Content At The Right Time In Healthcare, by Jim Bloedau of Information
Advantage Group
It’s been argued that since buyers
can now get information from
anywhere and anytime, they are
more interested in insights...or
thought leadership as some prefer to
call it. I’ve always thought the term
“thought leadership” was a
bit presumptuous in that it implies
intimate knowledge of the buyer’s
needs and financial environment.
Having been on the buy and sell
side, I don’t think I’d have to go far to
find agreement with those that say,
“Buyers want to efficiently collect
information and perspectives and
then develop a thought leadership
position that fits their buying
environment and helps sell to upper
management rather than relying
mostly on some pundit’s opinion.”
The importance of sharing the right
data, perspective and insights, with
the right people, in the right way, at the right time, for the right purpose can not be argued too
strongly. Research over that past couple of years found that buyers prefer searching on the internet
as the first step and suggests that they are best served when the information matches where they
are in the buy cycle. It is creating and delivering this content that is quickly becoming marketing’s
most important role, as advertising, traditional PR, and events budgets are cannibalized to do so.
A FREE COPY of the annotated complete report “Six New Facts Why Buyers Prefer White Papers”
that the above was extracted from is gratefully made available to readers of this blog. Click on this link to
obtain your private copy. Please post the report or link to it on your sites. Thank you.