The buyers' information needs, value drivers and supporting content marketing practices
| Buyers' identified needs | Value drivers | Proposed solutions | Example citation |
|---|---|---|---|
| Creating new demand | Latent customer needs | Publication of new ideas, success stories and customer testimonials | “I am interested in the kind of story where someone was successful”. (Purchasing manager) |
| “Sharing up-to-date information and that kind of things interest me always. Not particularly the trivial knowledge but up-to-date business issues like new services and such things”. (Consultant) | |||
| Demonstrating value proposition | Company-generated value proposition | Evaluation or modelling tool | “It is very difficult when the products have no price, as they are contract prices. I have no idea what you can get with 10,000 euros. I wish there was a modelling program, by which you could examine what you can get with a sum of x”. (Director) |
| Ensuring realization of customer value | Customer perceived value | Planning tool | “I mean a planning software type solution. You click what you want from it, and you see directly how much it costs and whether it is available”. (Supply manager) |
| Communicating market development | Market knowledge | Publication of market and trend analyses | “Communication of expertise contents, which is produced objectively and neutrally and which can be of benefit to the whole branch. I would be happy to read articles about current issues”. (Property manager) |
| “Interesting articles come there (in the net) plus you must always foresee where the business is going”. (Purchasing manager) | |||
| Increasing understanding about new products or services | Product or service information | Videos, service descriptions and portfolios | “Enterprises have sent short video clips of the products that I am interested in. You can quickly check and see their strengths”. (Quality expert) |
| “Generic service descriptions, service portfolio and what you can get from them in general”. (Property manager) | |||
| “Video clips, it is much nicer to watch a ten seconds clip than to read a long blog”. (Administrative and finance manager) | |||
| “People go to the homepage in order to find out two things: how does the service work and in which area does it work?” (Purchasing manager) | |||
| Sharing basic information | Contact and pricing information | Contact and pricing information | “Sometimes it is hard to find an e-mail address and also filling the form takes two or three times longer than sending an e-mail”. (Head of department) |
| “Contact information must be easily perceived”. (Development manager) | |||
| “These are the points, how can you contact people and the contact information”. (Purchasing manager) | |||
| Enhancing direct communication | Dyadic online communication | Interaction via face-to-face meetings or live chats | “Live contact with people is surely the most important thing, especially in the purchases regarding technology. You must understand what people need; it is not just one or two line on the paper”. (Supply manager) |
| “The ease, if we talk about digitalization, a chat is an excellent means”. (Purchasing manager) |
| Buyers' identified needs | Value drivers | Proposed solutions | Example citation |
|---|---|---|---|
| Creating new demand | Latent customer needs | Publication of new ideas, success stories and customer testimonials | “I am interested in the kind of story where someone was successful”. (Purchasing manager) |
| “Sharing up-to-date information and that kind of things interest me always. Not particularly the trivial knowledge but up-to-date business issues like new services and such things”. (Consultant) | |||
| Demonstrating value proposition | Company-generated value proposition | Evaluation or modelling tool | “It is very difficult when the products have no price, as they are contract prices. I have no idea what you can get with 10,000 euros. I wish there was a modelling program, by which you could examine what you can get with a sum of |
| Ensuring realization of customer value | Customer perceived value | Planning tool | “I mean a planning software type solution. You click what you want from it, and you see directly how much it costs and whether it is available”. (Supply manager) |
| Communicating market development | Market knowledge | Publication of market and trend analyses | “Communication of expertise contents, which is produced objectively and neutrally and which can be of benefit to the whole branch. I would be happy to read articles about current issues”. (Property manager) |
| “Interesting articles come there (in the net) plus you must always foresee where the business is going”. (Purchasing manager) | |||
| Increasing understanding about new products or services | Product or service information | Videos, service descriptions and portfolios | “Enterprises have sent short video clips of the products that I am interested in. You can quickly check and see their strengths”. (Quality expert) |
| “Generic service descriptions, service portfolio and what you can get from them in general”. (Property manager) | |||
| “Video clips, it is much nicer to watch a ten seconds clip than to read a long blog”. (Administrative and finance manager) | |||
| “People go to the homepage in order to find out two things: how does the service work and in which area does it work?” (Purchasing manager) | |||
| Sharing basic information | Contact and pricing information | Contact and pricing information | “Sometimes it is hard to find an e-mail address and also filling the form takes two or three times longer than sending an e-mail”. (Head of department) |
| “Contact information must be easily perceived”. (Development manager) | |||
| “These are the points, how can you contact people and the contact information”. (Purchasing manager) | |||
| Enhancing direct communication | Dyadic online communication | Interaction via face-to-face meetings or live chats | “Live contact with people is surely the most important thing, especially in the purchases regarding technology. You must understand what people need; it is not just one or two line on the paper”. (Supply manager) |
| “The ease, if we talk about digitalization, a chat is an excellent means”. (Purchasing manager) |