Lesson 1: The B2B landscape

August 20, 2020

Learning objectives

Understand the current buying landscape for B2B
Know what factors have led to current conditions
Discover what an optimized buying experience looks like

The way people buy has changed. Rather than through speaking to sales reps, 82% of the buyer journey is now done through independent research. That means more of the buyer journey is in marketers’ hands than ever before. How can marketers have the best chance at capitalizing on the new way of buying?

Lesson 1: The B2B landscape

Learning objectives

Lesson 1: Every marketing program leads to a destination

Lesson 5: How to create binge-worthy experiences

Lesson 2: What personalization means in marketing

Lesson 3: Creating personalized content destinations across the customer journey

Lesson 4: What to consider when building destinations

Lesson 1: Lead scoring basics

Lesson 2: Understanding what metrics matter

Lesson 3: How to prove ROI for content

Lesson 4: Understanding different content attribution strategies

Lesson 5: Measuring journey acceleration

Lesson 6: Testing and optimizing for best results

Lesson 1: How to create a seamless experience across all of your distribution channels

Lesson 2: Distributing content throughout the buyer journey

Lesson 3: Choosing the right level of personalization for your distribution channels

Lesson 2: How to conduct a content audit

Lesson 3: Mapping content to the buyer journey

Lesson 4: How to organize your content for maximum discoverability

Lesson 5: Creating a tagging structure

Lesson 6: Planning your content recommendation strategy

Lesson 1: Why you need to organize your content