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I think it’s a lot harder in B2B, because the person you’re influencing isn’t always the buyer. Often the people you need to get to are not the CEO, or even the people in purchasing. There are other gatekeepers in a complex purchasing decision. In B2B you need to spread the net a bit wider, keep the networks alive, keep the content flowing, and the chances are more likely that someone who influences a decision maker will see my content. I think the indirect nature of who you’re targeting is sometimes overlooked and it means the content has to be consumable by someone who isn’t necessarily the buyer, but is the influence-ee. - www.businessesgrow.com