Why do we need another approach to B2B buyers? Because the prevailing B2B buying methodologies are all flawed. The scope of the problem has changed - and solutions to reach today's informed buyers fall short. This ebook is not intended to discredit other B2B buying methodologies; the goal is to present a provocative alternative ? and puncture a few marketing-tech hype balloons along the way.

> consideration > decision. That doesn't cut it anymore. Why? Because buyers aren't always buying. In this in-depth, hard-hitting d·book, Jon Reed of diginomica makes the case for a different framework. He also explains the secrets to creating exceptional content, building opt-in audiences, and reframes the debate on AI and content experiences. In the process, a new approach to content strategy emerges.