Understanding Customer Behaviour
It is not enough to simply know how to market to a company. We must also recognise the need to market to a specific person within that organisation – the buyer, so to speak – everyone involved in decision making will have different needs.
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Your audience should always be in sight of your goals, and in mind when creating content. It’s important that you understand the personas you are developing the content for, and how each stage of the customer journey will require different pieces of content. A key component of any successful B2B technology marketing campaign is the analysis of customers’ behaviour and the process they go through when choosing products and services. If you take the time to understand your customers’ decisions and journey, then the content you provide will be extremely valuable, and insightful for your target personas.
