Engage B2B buyers in three ways prior to a sale.

Sales teams don’t even have to know about B2B agreements before they are won or lost. This poses a crucial dilemma for marketing: How can we sway consumers who are still researching and haven’t interacted with sales?

Offering pertinent experiences—rather than veiled sales pitches—is the solution. Marketing must address the needs of self-educating consumers by providing them with relevant material that emphasizes real differentiators.

Marketing may create awareness and influence decisions early on by making the most of already-existing content assets, obtaining customer validation, and selectively participating in events that buyers already attend.