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Kapost – How We Figured out What Content Our Buyers Really Want

The meeting had an air of desperation. The management team decided we needed to broaden our reach among enterprise marketers. And the task of...

The meeting had an air of desperation. The management team decided we needed to broaden our reach among enterprise marketers. And the task of targeting them fell to our own marketing team.

The three marketing directors huddled in one of the tiny conference rooms to figure out what to do next.

“So I know we want to go after the enterprise, but do we know where they are?” I asked.

A silent shrug permeated the room.

“And do we know which topics are going to work for them?” I said. “I’m not sure how to make the content even more on-point.”

“Well, they probably care about global marketing…,” someone replied.

This was roughly how the meeting went. We needed to target a particular segment of buyers. We knew the responsibility for reaching them fell on marketing. But we didn’t know exactly what our buyers wanted, where to reach them, or even how to speak their dialect.

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