Stop Selling on Your Website. Start Helping.

💡 Key Topics:

✦ The 95/5 rule: at any moment, roughly 95% of your potential market isn't actively buying — Forrester says the exact split varies by category, but the shape holds up

✦ Why the "favorite vendor" is picked before you know they exist: 94% of B2B buyers rank preferred vendors before first contact, and that pick wins 77% of the time (6sense)

✦ Buyer enablement vs. "helping not selling": why the hosts prefer the plainer framing over the term Gartner and Brent Adamson popularized in 2018

✦ The content overload trap: Gartner's original 2018 point wasn't "make more content" — it was that buyers are already overwhelmed by it

✦ Why 72% of buyers share what they find with colleagues, and 57% of those colleagues actually download and review it — and what that means for who you're really writing for

✦ The good-better-best ladder for deciding what to actually build, from a repeatable-question tool to a full interactive decision engine

✦ Why the share of buyers wanting interactive content dropped from 49% to 39% — and when a plain PDF checklist beats a flashy calculator

✦ The one move to make this week: pick one buyer, one stuck decision, and build the single thing that gets them past it

📖 Chapters:

0:00 — Built for the Wrong 5%

0:47 — Buyer Enablement, Renamed

5:24 — Everyone Builds the Wrong Thing

7:53 — The Good-Better-Best Ladder

11:50 — One Buyer, One Job, One Tool

14:10 — Tools, Templates, and What's Next

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📖 Article: https://www.designtennis.com/insights/stop-selling-on-your-website-start-helping

#buyerenablement #b2bmarketing #websitestrategy #digitalstrategy #contentstrategy #buyerjourney #aeo #adigitalstrategypodcast

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