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:

1

5-20 minute discussions

INDIVIDUAL BUYER INTERVIEWS

2

20-40 minute discussions

BUYER PANEL DISCUSSIONS

3

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.

1

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)

2

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)

3

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?