3 things #B2B content should make clear: 1. Your expertise 2. Your ability to give HOPE to a buyer struggling 3. Your vision for THEIR future Gartner found that 68% of the B2B buying process has no direct involvement with the vendor. The content and ideas we're producing in-market are stand-ins for our people. Audit that experience from the buyer’s POV and ask: Is the quality of your thinking clear? Read more in this 100% free, 100% un-gated (yes really) #marketing book written in partnership with TriComB2B https://lnkd.in/gW5tMHJ …see more