The model of "need-match-engage" is ever more important in an age when business-to-business buyers do 70% of the research on their own prior to a purchase decision, writes Peter O'Neill, a principal analyst at Forrester. "Marketers must become great at being found by buyers in their early research phase. ... In a way, successful marketers will 'fool' their buyers into consuming their thought leadership and educational content ... while hardly realizing its source," O'Neill writes.
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