ICP Insights for
Content Marketing
ICP Insights for Content Marketing
The Power of Peer-led Insights
B2B buyers prefer to turn to their peers for advice on how to approach business challenges, evaluate vendors, and deploy solutions. As a result, vendors should be facilitating ICP conversations instead of trying to lead the conversation.
We help B2B marketing teams collect peer insights from their target buyer personas to share with their ICPs to create brand awareness, engagement and interest as part of their demand generation efforts.
This shift in content marketing strategy from vendor “thought leadership” to peer insights elevates the perception of the vendor to a facilitator of valuable industry conversations and idea exchange.– and this is what buyers want.
Instead of falling into the trap of more solution-led narratives, B2B brands can also use these insights to increase maintain engagement of their lead pipeline.
The Power of Peer-led Insights
B2B buyers prefer to turn to their peers for advice on how to approach business challenges, evaluate vendors, and deploy solutions. As a result, vendors should be facilitating ICP conversations instead of trying to lead the conversation.
We help B2B marketing teams collect peer insights from their target buyer personas to share with their ICPs to create brand awareness, engagement and interest as part of their demand generation efforts.
This shift in content marketing strategy from vendor “thought leadership” to peer insights elevates the perception of the vendor to a facilitator of valuable industry conversations and idea exchange.– and this is what buyers want.
Instead of falling into the trap of more solution-led narratives, B2B brands can also use these insights to increase maintain engagement of their lead pipeline.
3 SIMPLE STEPS
The key to successfully engaging and influencing buyers is to help them understand how their peers are approaching similar challenges or opportunities. Doing this requires that the vendor pivot their narratives from a product-led focus to an insight-led focus.
We apply a simple 3-step process that can be repeated on a weekly or monthly basis to support a full-funnel demand generation strategy.
B2B Buyer Insight Gathering
We design and facilitate a variety of buyer conversations for gathering authentic B2B peer insights to drive your lead generation and demand generation campaigns.
Each insight exchange can be recorded and produced into a series of assets and support ongoing episodic content formats such as podcasts, expert video series, and more.
The result is a rich collection of ICP perspectives, plus valuable facts and quotes that can be used as part of your content marketing, social media and lead generation.
Our Peer Insight Content Offerings:
5-20 minute discussions
INDIVIDUAL BUYER INTERVIEWS
20-40 minute discussions
BUYER PANEL DISCUSSIONS
qualitative, quantitative
BESPOKE BUYER RESEARCH
INDIVIDUAL BUYER INTERVIEWS
Format: Format: 5-20 minute discussions with ICP decision makers
Topics: Top business/role challenges and opportunities that align with vendor value propositions
Production: co-sponsored video recordings (with permission) and/or extracted perspectives and quotes to create podcast episodes, short videos, articles, blog posts, and social media
Vendor use: demand generation (educating the market), lead generation (sharing with in-market buyers to create engagement)
BUYER PANEL DISCUSSIONS
Format: 20-40 minute discussions with multiple experts (ICP decision makers, analysts, media, vendors)
Topics: Top business challenges and opportunities and how ICPs are approaching them
Production: co-sponsored video recordings (with permission) and/or extracted perspectives and quotes to create podcast episodes, short videos, articles, blog posts, and social media
Vendor use: demand generation (educating the market), lead generation (sharing with in-market buyers to create engagement)
BESPOKE BUYER RESEARCH
Format: qualitative interviews (20-30 minutes) + quantitative surveys (> 150 completions) with in-market buyers
Topics: Buyer pain/gain drivers, current solutions, buyer journey, vendor/solution perceptions, decision criteria
Production: executive insights summary + client presentation + sponsored research report
Vendor use: internal strategy (product development, marketing, sales) + external (peer insights to engage leads and customers)
Full-funnel Revenue Services
Peer Insights for Content Marketing
Engaging ICP buyers to capture business insights for use in creating trusted (peer) content that will be consumed by ICP buyers.
Insight-led Demand Generation
Equipping Marketing teams with peer insights they can share with ICP buyers who are not yet in-market to educate, build trust and create demand.
Insight-led Lead Generation
Equipping Sales teams with peer insights they can share with ICP buyers who are in-market to initiate discovery conversations and sustain engagement.
Ready To Capture Real Buyer Insights?
B2B Buyer Insight
Gathering
We design and facilitate a variety of buyer conversations for gathering authentic B2B peer insights to inform your go-to-market strategy.
Each insight exchange can be recorded and produced into a series of assets and support ongoing episodic content formats such as podcasts, expert video series, and more.
The result is a rich collection of ICP perspectives, plus valuable facts and quotes that can be used as part of your content marketing and social media campaigns.
Our insight capture offerings include:
We collaborate with each client to selected the discussion topics, invited ICP buyer personas, and content asset production to align with their marketing strategy.
5-20 minute discussions
INDIVIDUAL BUYER INTERVIEWS
Format:Format: 5-20 minute discussions with ICP decision makers
Topics: Top business/role challenges and opportunities that align with vendor value propositions
Production: co-sponsored video recordings (with permission) and/or extracted perspectives and quotes to create podcast episodes, short videos, articles, blog posts, and social media
Vendor use: demand generation (educating the market), lead generation (sharing with in-market buyers to create engagement)
20-40 minute discussions
BUYER PANEL DISCUSSIONS
Format: 20-40 minute discussions with multiple experts (ICP decision makers, analysts, media, vendors)
Topics: Top business challenges and opportunities and how ICPs are approaching them
Production: co-sponsored video recordings (with permission) and/or extracted perspectives and quotes to create podcast episodes, short videos, articles, blog posts, and social media
Vendor use: demand generation (educating the market), lead generation (sharing with in-market buyers to create engagement)
qualitative, quantitative
BESPOKE BUYER RESEARCH
Format: qualitative interviews (20-30 minutes) + quantitative surveys (> 150 completions) with in-market buyers
Topics: Buyer pain/gain drivers, current solutions, buyer journey, vendor/solution perceptions, decision criteria
Production: executive insights summary + client presentation + sponsored research report
Vendor use: internal strategy (product development, marketing, sales) + external (peer insights to engage leads and customers)
Ready to capture Real buyer insights?
support@gravitas.io
