There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle. That is pretty much the mantra of B2B content marketing.
Transforming that concept into an actionable reality is a very different story. Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. In other words, it is time to walk the talk!
Personas do matter in B2B content marketing
You would be wasting your scarce resources if you pumped out marketing content without first having a clear and complete understanding of the personas of your B2B buyers. Even if you have carefully segmented your target audience by demographics, different people within the same company can and do react differently to your content. And they use different sources to get their information. The chart below from a research study done by Forrester illustrates this point very clearly.