How to Use the Buyer’s Awareness Level to Increase Your B2B Engagement

By Shannan Seely
“Gallup research shows that fewer than three in 10 customers (29%) across B2B industries are “fully engaged,” meaning they are emotionally and psychologically attached to the B2B companies they do business with.” Gallup
In a post about declining account engagement, Maria Geokezas writes “an overwhelming amount of content and messages” is a contributing factor.  
And according to Forrester Research, over 50% of B2B buyers say vendors give them too much material, and that “much of it is useless.” 
B2B marketers, let’s recognize we’re part of the problem. Consider this report:
“People are not likely to read your content completely or linearly. They just want to pick out the information that is most pertinent to their current needs.” How People Read Online: The Eyetracking Evidence report, 2nd edition
The remedy?
“Allow employees to meet their buyers where they are in their decision-making process with the right content, offers and messages,” Maria Geokezas
Let me explain a