Conversation Agent - Valeria Maltoni - Executing a Content Strategy for Buyers Research/Evaluation Phase

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Great post, Valeria. Important thread -- glad to see you continuing this.

My additional thought: I think we need to think not only in terms of supporting/optimizing against these phases, but also thinking about the sequencing -- both upstream and downtream. I call this 'critical path analysis' for how buyers consume information. To me, it is critical that we capture the progression of information consumed, and how each step informs the next. This is how to go from good to great with content designed to help B2B buyers as they move throug their decision-making cycle.

The database is an interesting idea that I think you could take further in 2 ways.

Firstly there's the "when" element of search, which is already captured by virtue of when users logging each query. Time-responsive search is crucial for retailers, both on a daily timescale, and a seasonal timescale. This isn't something that is that sophisticated with current display advertising, even when you consider Digital outdoors.

Secondly, and possibly the most important piece of information, that is rarely efficiently teased out, is the "why" you would do something. Intention and recommendations go hand in hand, and if you can understand firsthand the value that someone is trying to achieve by engaging in a certain activity, you're surely more likely to be able to provide a relevant path to what they want or might need.

Another new field is the "Sanity Check ". The signal" "Why am I doing this"

The old players:

the people who love me
my God; and
my counsellor.

the current payers ("sample")

the brand "me"
my "friends"
my G$d; and
my counsellor.

I know it's not friday but have enjoyed playing with the "database of intentions".

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