Feras Alhlou explains how B2B buyers research and engage with brand content long before talking to sales. High-quality content closes deals on its own, often before a salesperson ever gets involved.
In a B2B environment, these days customers are very educated. Most customers, they are researching, they are learning, they are connecting with the brand way, way ahead of when they need a service. If you think of attribution, what led to the sale, they were very impressed with the quality of the content that we're producing and they wanted to do business with us. They were ready to buy.
