There is no question that making smart initial investments in quality educational documents and then using a combination of traditional and Web 2.0 tools to let the buyer know about them is delivering leads, restarting stalled buying cycles; cultivating high-value customers and prospects, and quickly shifting market or mind share. This realignment toward quality is being driven by time-starved prospects and buyers demanding greater economies in how they collect and use content—it pivots around buyers favorably answering “yes” to:
- Can I count on this content as being objective, complete and relevant?
- Does it lift the buying committee’s overall knowledge and meet our unique buy-cycle needs?
- Is it good enough for me to pass on to my colleagues?