B2B buyers tend to go through three distinct phases before deciding to purchase or repurchase a product or service. If you know your customer’s informational needs at each phase, you can use content strategically. A white paper might not be right for a returning customer, but a webinar on upgraded product features could be.

The three phases in the buyer’s journey are discovery, consideration, and decision. Regardless of your buyer’s journey stage, content matters. Does yours meet the challenge?