One of the big differences between selling to businesses vs selling to consumers is the buying process. Most Consumer products are lower priced and purchased quickly because if you make a poor choice, you aren’t out much more than beer money. In B2B not only is there more money on the line, buyers often have to justify a purchase to their boss. A poor choice can cost the company big dollars and (often more importantly) damage the buyer’s reputation.
This is precisely why a Buyer’s Guide is such a powerful piece of marketing content. It is designed specifically to meed the needs of a prospect that has been tasked with making a purchase decision. It’s a piece of marketing content aimed directly at the hottest prospects in your pipeline.