When you’re making a big purchase, you probably don’t walk into the store and drop next month’s rent on the first top-shelf item you see. You do your homework first: You go online to compare specs, read reviews, comb through resources, and weigh your options. And even though there’s a salesperson at your beck and call, you want to be informed when you get there.
B2B buyers operate the same way. They’re spending large amounts of money on behalf of their organizations, and they’re going to make sure no dollar is wasted. To ease buyers’ fears, your sales team needs the right content at its disposal to help educate and build trust with prospective customers. And the best way to achieve that is to align your marketing and sales teams.
