WHY IS PRODUCT MARKETING SO HARD?

Last week I had a call with a former colleague who is a sales enablement genius. We were talking about changes in both marketing and sales. It occurred to me that the change has been dramatic over the course of my career and so we talked about why. I just love those conversations where something suddenly becomes clear; so, let me share. It started with the shift that’s occurred with how B2B buyers buy… more and more (and I know you’ve heard the stats) these buyers do preliminary research on their own, relying less on vendor websites and increasing their use of review sites and third-party comparisons. This is why content marketing became such a focal area for marketing, to ensure that content was put in market to help interest and entice those that were in the research phase of their purchase cycle.